Understanding Marketing: A European Casebook

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

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

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. Köhler).

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

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. Montaña).

Coca-Cola: Market Launch of a New "Green" Packaging System (F. Habann, et al.).

The Ullman Chair: Potential for Success? (S. Hultén).

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. Roosdorp).

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. Stöttinger).

Index of Keywords by Case Number.