Cases in Marketing.

This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers. Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hartmann, Stig
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : Sage Publications, 1997.
Colección:European Management Series, v. 3.
Temas:
Marketing > Europe > Case studies.
Marketing > Europe > Management > Case studies.
Marketing > Europe > Études de cas.
Marketing > Europe > Gestion > Études de cas.
Marketing
Marketing > Management
Europe
Case studies
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Table of Contents; Introduction; 1
  • Illy in Germany: Renewal of Distribution Agreements; 2
  • Norsk Hydro Fertilizers in the United States: Entering a Highly Competitive Market; 3
  • MediaMarkt: The Price-Active Market Entry into Switzerland; 4
  • Mobile Telephone Network Operators: Adapting to Rapid Changes in the Market; 5
  • WILO GmbH: Dealing with a Subsidiary in Crisis; 6
  • Collective de l'Or: Evaluating an Advertising Campaign; 7
  • Honeywell in St Petersburg: Establishing a Strategy for an Undefined Market; 8
  • International Tourism Marketing: A Multifactor Portfolio Model.
  • 9
  • Guardian Properties: The Management of a Local and an International Shopping Centre10
  • Godiva Europe: The Standardization Versus Customization Dilemma; 11
  • Saatchi & Saatchi Worldwide: Does a Global Marketing Concept Make Sense?

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