The book was chosen from a strong shortlist, including a text from world leading marketing guru Professor Philip Kotler.
The book provides a comprehensive consideration of current issues in marketing, such as the economic downturn, and provides a stimulating and interesting marketing course for students. The text is supported by an evolving online resource featuring lecture notes, handouts and the latest advertising viral videos.
Cass Business School Professor Mitchell said: A tremendous amount of teamwork went into producing this book and with its unique real-life dilemmas in every chapter coupled with an outstanding resources package, this award reflects the enthusiasm, dedication and skill of all those involved in its development.
Located in the heart of Londons financial district, Cass Business School (http://www.cass.city.ac.uk) is a leading provider of business and management education.
Our MBA is recognised globally as a market leader, we have the widest portfolio of Specialist Masters programmes (MSc) in Europe and our Undergraduate School is one of the best in the UK. Ranked in the UKs top 10 business and management research schools, means we attract leading PhD students.
We are truly international and attract students and faculty from around the world. We are proud of our reputation as an intellectual hub for the City of London.