managerial accounring The case study method enables specifically to work on these two axes. Marketing is a complex yet fluid field: multiple factors must be taken into accounting any decision. Unfortunately, it may be difficult to quantify many of these factors, and this makes the case method particularly suitable for education in marketing. The case study method, more than any other, requires judgement and intellectual rigour, analytical and decision-making skills: all these are essential in the field of business. This book presents ten company case studies, taken from various fields of business: the motor industry, the fast moving consumer goods (FMCG) industry (Netbooks, toys), specific sectors (sports, real estate), and the B to B industry. The studies illustrate the implications of analysing an environment, which will enable the identification of its most important elements, and thus the choice of a corporate strategy and finally of its implementation. The book is aimed atundergraduate and postgraduate students of business, marketing and strategy. The cases are designed to be accessible to beginners and others, involving concepts usually covered during the second or third year of a marketing or business degree. Those studying for business or professional degrees, or short courses such as BTS and DUT, will find this book useful when learning about the specific application of the case study method, which is a frequent feature of examination questions. Each Chapter below follows the same structure

41 In pseudomembranous colitis, what is the first treatment of choice, metronidazole or vancomycin?

42 Is Crohn's disease considered as an autoimmune disease. If it is, are there other predisposing factors to it other than genetics? If it is not, what is its nature?

43 Why does carcinoma of the ascending colon cause more anaemia than obstruction, and carcinoma of the descending colon more obstruction features and less anaemia?

44 Can you explain why a patient with colorectal carcinoma might present with diarrhoea and abdominal pain?

45 What causes the blood to be altered in the presentation of melaena: is it intestinal juice?

46 What is the differential diagnosis of multiple rectal ulcers in an 18-yearold female?

47 What is the best surgical technique in a chronic (2-3 years) painful anal fissure that is located sagittally posteriorly?

48 Can I make a diagnosis of irritable bowel syndrome (IBS) in a 40-year-old female patient without doing gastrointestinal investigations?

49 What is the cause of abdominal bloating, which is often a symptom in patients with irritable bowel syndrome (IBS)?

50 1. Where is the Traub's area situated anatomically? 2. What does it mean if it is dull on percussion? 3. What is the proper way to percuss this area?