Understanding Marketing. A European Casebook

  • ID: 2239984
  • Book
  • Region: Europe
  • 236 Pages
  • John Wiley and Sons Ltd
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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.

* Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network

* 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

* The cases are of ideal length for a two–hour seminar or lecture discussion

* Small and not–for–profit organizations are discussed as well as multinational organizations

Suitable for undergraduate, MBA and other graduate–level courses in marketing, marketing management, international marketing and European marketing.
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The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson & B. Mölleryd).

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

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. Köhler).

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

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. Montaña).

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

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

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. Stöttinger).

Index of Keywords by Case Number.
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Celia Phillips
Ad Pruyn
Marie–Paule Kestemont
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