Wiley.com
Print this page Share
Textbook

Understanding Marketing: A European Casebook

ISBN: 978-0-471-86093-8
Paperback
260 pages
April 2000, ©2000
List Price: US $55.95
Government Price: US $37.72
Enter Quantity:   Buy
Understanding Marketing: A European Casebook (047186093X) cover image
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.

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.
Back to Top