TITLE

Setting a bad example

AUTHOR(S)
Mitchell, Allan
PUB. DATE
May 2006
SOURCE
Brand Strategy;May2006, Issue 202, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article looks into the usefulness of case studies in the marketing sector. The author claims that the theory espoused by case studies are often not applicable in the business. Secondly, most case studies do not provide facts about businesses. Moreover, current case studies tend to offer pre-digest evidence. Marketing executives are encouraged to assess the facts of a case study before accepting it.
ACCESSION #
21058465

 

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