Textbook
Understanding Marketing: A European CasebookISBN: 978-0-471-86093-8
Paperback
260 pages
January 2000, ©2000
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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.
* 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.