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Marketing in Europe : Case Studies - Jordi Montana

Marketing in Europe

Case Studies

By: Jordi Montana (Editor)

Paperback

Published: 1st December 1993
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This major volume presents an invaluable set of case studies designed to highlight key marketing issues that face European organizations, including international companies based in Europe. It aims to meet the pressing need for high-quality, up-to-date case material on marketing in Europe.

Both problem-oriented and student-oriented, the cases require participants to consider theme such as: reasons and strategies for `going international'; European and international branding, pricing and advertising; issues of international distribution; new product development and launch; developing pan-European marketing; and managing global brands in Europe

Marketing in Europe forms an integral part of the CEMS Master degree, for which it was specifically developed. It will also be an essential resource for all students of marketing, international marketing and international business within, and outside, Europe.

ISBN: 9780803989566
ISBN-10: 0803989563
Series: European Management
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 224
Published: 1st December 1993
Publisher: Sage Publications Ltd
Country of Publication: GB
Dimensions (cm): 24.13 x 15.88  x 1.91
Weight (kg): 0.43