Abstract
The writer offers a new approach for case method teaching which incorporates the more direct application of marketing theories to actual problem-solving scenarios. A matrix model for analyzing cases distinguishes between the form of analysis and the substance of a problem and concomitant alternative approaches to solution.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Academy of Marketing Science
About this paper
Cite this paper
Jenkins, R.L. (2016). The Case Method of Analysis For Marketing Management Classes: A New Theoretical Conceptualization. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_38
Download citation
DOI: https://doi.org/10.1007/978-3-319-16934-7_38
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
eBook Packages: Business and ManagementBusiness and Management (R0)