Can you please post this on AIB-L?  Thanks – John Ford


For any of you who have written Marketing cases, we are looking for cases for a new edition (Fourth) of Strategic Marketing: Creating Competitive Advantage by Doug West, John Ford, Essam Ibrahim and Matteo Montecchi to be published by Oxford University Press.  We are looking for four longer end-of-book illustrative cases to coincide with our framework for the book as described below as well as possible shorter end-of-chapter cases:



Section 1 – Where are we now?  This would be a case which focuses on market scanning, internal analysis and strategic fit.


Section 2 – Where do we want to be?  This would be a case which focuses on objectives being set, segment determination and assessment, targeting and positioning issues.


Section 3 – How will we get there?   This would be a case which focuses on action planning and budgeting, marketing mix determination and contingency planning.


Section 4 – Did we get there?   This would be a case which focuses on monitoring and controlling and re-assessment and corrective action possibilities.


We are looking for cases that are not already copyrighted with other publishers.  We are particularly interested in cases that are focused on Europe and emerging economies, but cases involving global corporations will certainly be considered. 


If you have any cases that you would like considered for publication in our upcoming textbook, please contact me at [log in to unmask]



John B. Ford, Ph.D.

Editor-in-Chief, Journal of Advertising Research

Associate Editor (Advertising), Journal of Business Research

Distinguished Fellow, Academy of Marketing Science

Director, Ph.D. Program in Business Administration

Professor of Marketing and International Business, Eminent Scholar and

Haislip-Rohrer Fellow

Strome College of Business

Old Dominion University

2117 Constant Hall

Norfolk, VA 23529

tel. (757) 683-3587 (Office)

      (757) 683-3557 (Department)

      (757) 408-8358 (Cell)

FAX (757) 683-3258

E-Mail: [log in to unmask]

New Webpage:

JAR Website:

Ph.D. Program Home page:


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