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Understanding Marketing : A European Casebook - Celia Phillips

Understanding Marketing

A European Casebook

Paperback Published: 27th January 2000
ISBN: 9780471860938
Number Of Pages: 236

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Understanding Marketing A European Casebook Understanding Marketing has been written by marketing lecturers drawn from leading universities and business schools throughout Europe. This collection of case studies covers a broad range of marketing issues, including: strategic marketing; new products; branding; marketing communication and promotion; business-to-business marketing; and product pricing and distribution.<br> * Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network<br> * The cases cover a wide range of products: brewing, soft drinks, mobile telephones, banking,textiles, skin products and office furniture being only a selection of the products included<br> * The cases are of ideal length for a two-hour seminar or lecture discussion<br> * Small and not-for-profit organizations are discussed as well as multinational organizations<br> Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.

Industry Reviews

"An excellently produced book with over 500 pages of detailed information on the management of risk and the avoidance of accidents." (AMEC, November 2008)

The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson & B. Molleryd).

Ways of Applying Segmentation Strategies: Recession in the Hungarian Beer Market (J. Beracs).

MD Foods Amba: A New World of Sales and Marketing (M. Bjerre).

Developing an International Communication Strategy for a Brand: The NIVEA Case (M. Brenneiser & R. Kohler).

MCC: An Innovative Distribution Strategy for an Innovative Product (A. Busch & J. Muhlmeyer).

The Mixed Blessings of the Euro (Y. van Everdingen & A. Pruyn).

Integrating Brand Strategies after an Acquisition: Schwarzkopf & Henkel Cosmetics (A. Faix, et al.).

Perrier: The Benzene Crisis (J. Franch & J. Montana).

Coca-Cola: Market Launch of a New "Green" Packaging System (F. Habann, et al.).

The Ullman Chair: Potential for Success? (S. Hulten).

The Fair Trade and "Made in Dignity" Labels (M.-P. Kestemont & V. Swaen).

Petrobank: A New Competitor in the Market Place? (R. Kozielski).

Rocking the Boat at MTV: Dealing with Market Fragmentation (R. Meyer & A. Pruyn).

Czech Beer Goes Worldwide (J. Nagyova & H. Machkova).

Alcopops: Triumph or Disaster? (C. Phillips).

Kruszgeo: Who are its Customers? (K. Przybylowski).

ZTM: A Public Transportation System (K. Przybylowski).

NIVEA: Brand Transfer for Continuous and Innovative Product Maintenance (A. Roosdorp).

Cumulus: The Development of a Loyalty Card Scheme (T. Rudolph & A. Busch).

Customer Satisfaction in Emergency Ambulance Services: A Case for Empirical Research (R. Sinkovics & B. Stottinger).

Index of Keywords by Case Number.

ISBN: 9780471860938
ISBN-10: 047186093X
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 236
Published: 27th January 2000
Country of Publication: GB
Dimensions (cm): 227.84 x 153.67  x 13.59
Weight (kg): 0.36
Edition Number: 1

Earn 184 Qantas Points
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