13 July 1992 Lincoln Marketing Book Fills NZ Gap

A book on the principles of marketing written by Lincoln University Lecturer Mike Clemes and former Lincoln staff member Andy van Ameyde has filled a long-standing need for a textbook based specifically on New Zealand case studies.

“Teachers of marketing in New Zealand have been without a relevant New Zealand text for too long," says Mr Clemes, who has been with Lincoln's Department of Economics and Marketing for 12 years.

"We have had plenty of American and Australian books but never a concise compilation of New Zealand case studies.

"When teaching marketing from overseas textbooks students are apt to say 'That's fine, but does this stuff work here in New Zealand?' With our book we have set out to show that yes, the principles of marketing theory do work here and can be applied to business situations in this country."

The 130-page book, "New Zealand Marketing Case Studies", features 26 case studies, most of them based on real-life experiences. It is a concise work and the 26 examples are really "mini studies" – ones students can quickly get to grips with.

Many familiar New Zealand products are covered, among them carpets, bikes and trikes, outdoor clothing, pork and packaged vegetables.

In addition to the material on "product marketing" there is an informative section on "services marketing", covering areas such as health, farm tours, and even private detective agency investigations.

The book's opening chapter describes the macro environment of New Zealand marketing and has been contributed by Dr Rod St Hill, also of Lincoln's Economics and Marketing Department.

"Overall we have tried to present the material in a very user-friendly way, so that students can relate to it easily," says Mr Clemes.

Complementing the textbook for students, the authors have compiled a companion "Teaching Guide" for tutors, lecturers, instructors and course co-ordinators, to help them use the case study material in a class situation.

"New Zealand Marketing Case Studies" is published by Longman Paul and deliberately priced at under $30 to make it affordable by students.

The book and complementary teaching guide are seen as ideal resource material not only for universities but for any institution teaching courses on the principles of marketing.

Ian Collins, Journalist, Lincoln University, Canterbury, New Zealand