Understanding Marketing A European Casebook [Paperback]

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

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

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. K?hler).

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

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. Monta?a).

Coca-Cola: Market Launch of a New Grlƒn