Understanding Marketing: A European Casebook

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.

Spis treści:
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 U llman 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.

Nota biograficzna:
The Editors Celia Phillips is Senior Tutor at the Interdisciplinary Institute of Management at the London School of Economics Ad Pruyn is a member of the Marketing Faculty at the Rotterdam School of Management, Erasmus University, Rotterdam Marie–Paule Kestemont is Professor of Marketing at the University of Louvain

Okładka tylna:
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 pr oducts 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.