Marketing Management: An International Perspective

Case Studies

Häftad, Engelska, 1999

405 kr

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Beskrivning

Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world. Including cases from America, Asia and Europe, this collection is an ideal supplement to both marketing management or international marketing courses at both undergraduate and MBA level.Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this text is an invaluable resource for students of business and marketing. Providing both text and cases, the book is supported by a Tutor's Guide, based on the authors' own teaching experience, which provides a roadmap and guidance on how to best use each case.

Produktinformation

Utgivningsdatum:1999-06-04
Mått:189 x 246 x 27 mm
Vikt:898 g
Format:Häftad
Språk:Engelska
Antal sidor:512
Förlag:Bloomsbury Publishing PLC
ISBN:9780333750087

Utforska kategorier

Projektledning inom Ekonomi och Ledarskap

Mer om författaren

KAMRAN KASHANI and DOMINIQUE TURPIN are both Professors of Marketing at IMD (International Institute for Management Development, Switzerland.)

Recensioner i media

'An excellent combination of theory and cases not often seen in an International Marketing text.' - P. Cowell, University College, Warrington 'Excellent case studies, clear presentation, good range of topics, and variety of case lengths.' - Roger Sherlock, Dublin Institute of Technology

Innehållsförteckning

INTRODUCTION TO MARKETINGThe SkiSailer: Marketing A Young Investor's DreamDelissa in JapanMARKETING DECISIONS: THE FIVE 'Ps'Segmentation and PositioningKonica CorporationKirin Brewery Co. Ltd. (A)(Kirin Brewery Co. Ltd. (B) Teacher's Manual)(Kirin Brewery Co. Ltd. (C) Teacher's Manual)Product LineDaewoo Motor Company UK (A)InterdrinksSalomon: The Monocoque SkiService PolicyHong Kong and Shenzhen Bank (A)Hong Kong and Shenzhen Bank (B)Hong Kong and Shenzhen Bank (C)Hong Kong and Shenzhen Bank (D)Hong Kong and Shenzhen Bank (E)Hong Kong and Shenzhen Bank (F)PricingComputron Inc.Pharma Swede: GastirupDistributionJordan A/SGPS One-Hour Service: Moving AbroadCommunicationEricsson's Global Brand CampaignMediquip S.A.INTERNATIONAL MARKETING: GLOBAL INTEGRATION AND STRATEGYLibby's Beverages: UM Bongo Fruit DrinkHilti Corporation (A)(Hilti Corporation (B) Teacher's Manual)Haaks EuropeINTERNATIONAL MARKETING: ORGANISATION & STRATEGY IMPLEMENTATIONAlto Chemicals Europe(Alto Chemicals Europe Teacher's Manual)Sony Europa (A)(Sony Europa (B) Teacher's Manual)(Sony Europa (C) Teacher's Manual).