| Description |
xviii, 214 pages : illustrations ; 23 cm |
| Contents |
Machine derived contents note: 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 "Green" Packaging System (F. Habann, et al.). -- The Ullman Chair: Potential for Success? (S. Hult?n). -- 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. Boosdorp). -- 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. St?ttinger). -- Index of Keywords by Case Number |
| Summary |
"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." "Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Export marketing -- Europe -- Case studies.
|
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Marketing -- Case studies.
|
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Marketing -- Europe -- Case studies.
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| Genre/Form |
Case studies.
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| Author |
Paule-Kestemont, Marie
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Pruyn, Ad.
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| LC no. |
99059517 |
| ISBN |
047186093X |
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