Material Detail

The Hummer Marketing Case

The Hummer Marketing Case

This is a case study of the Hummer. It was designed to help students develop effective strategies for finding information on the internet. Questions for analysis are provided as well as links to articles about the vehicle.


More about this material


Log in to participate in the discussions or sign up if you are not already a MERLOT member.
steven bell
steven bell (Librarian)
18 years ago
As a professional librarian I am concerned about this module. It promotes itself
as a way to help students to effectively perform business research on the
Internet. I find it completely lacking in that respect,in that it only provides
a few recommended sites with no guidance or evaluation. As someone pointed out,
the American Demographics site is going to be of little use without a
membership. Yet a valuable site such as the Statistical Sources on the Internet
site (u of mich) isn't even mentioned. Worse yet, why isn't there any mention of
the university library and all of its far better business research databases. I
could find more information related to this case in sources such as Company and
Business Resource Center, ABI/Inform, or Business Source Elite than in all of
the web sites mentioned in this module. I think it needs to be reconsidered as a
Merlot resource.
Used in course? Yes