Cases in Marketing

Häftad, Engelska, 1997

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Beskrivning

This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers.

Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.

Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.

Produktinformation

Utgivningsdatum:1997-10-10
Mått:156 x 234 x 12 mm
Vikt:430 g
Format:Häftad
Språk:Engelska
Serie:European Management series
Antal sidor:224
Upplaga:1
Förlag:SAGE Publications
ISBN:9780761955702

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Hanne Hartvig Larsen is Professor at the Copenhagen Business School in Denmark.CONTRIBUTORSPamela Adams Universita Bocconi MilanPer Andersson Stockholm School of EconomicsChristian Belz Universitat St. GallenAxel Faix Universitat KolnBernard Dubois HEC Jouy-en-JosasStaffan Hulten Stockholm School of EconomicsRichard Kohler Universitat KolnJ J Lambin Universite Catholique de LouvainJosef A Mazenac Vienna University of Economics and Business AdministrationRon Meyer Rotterdam School of ManagementBengt G Molleryd Stockholm School of EconomicsAd Pruyn Rotterdam School of ManagementErasmus UniversityCelia Phillips London School of EconomicsThomas Rudolph Universitat St GallenHerman Schindler Universitat St.GallenSusanne Schwamborn-Epple Kaufring AG DusseldorfI Vanfrechem Leti-Lovanium′s International School of Management St. Petersburg

Innehållsförteckning

Introduction - Hanne Hartvig LarsenIlly in Germany - Pamela AdamsRenewal of Distribution AgreementsNorsk Hydro Fertilizers in the United States - Bjarne BakkaEntering a Highly Competitive MarketCase A: 1970-75Case B: 1980-95MediaMarkt - Christian Belz, Thomas Rudolph and Hermann SchindlerThe Price-Active Market Entry into SwitzerlandMobile Telephone Network Operators - Per Andersson, Staffan Hult[ac]en and Bengt G M[um]ollerydAdapting to Rapid Changes in the MarketWILO GmbH - Axel Faix, Susanne Schwamborn-Epple and Richard K[um]ohlerDealing with a Subsidiary in CrisisCollective de l′Or - Bernard DuboisEvaluating an Advertising CampaignHoneywell in Saint-Petersburg - Jean-Jacques Lambin and Inge VanfraechemEstablishing a Market StrategyInternational Tourism Marketing - Josef A MazanecA Multifactor Portfolio ModelGuardian Properties - Celia PhillipsThe Management of a Local and International Shopping CentreGodiva Europe - Jean-Jacques LambinThe Standardization versus Customization DilemmaSaatchi & Saatchi Worldwide - Ron J H Meyer and Ad Th PruynDoes a `Global Marketing′ Concept Make Sense?