Items related to Cases in Marketing (European Management series)
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.
"synopsis" may belong to another edition of this title.
About the Author:
Hanne Hartvig Larsen is Professor at the Copenhagen Business School in Denmark.
CONTRIBUTORS
Pamela Adams Universita Bocconi Milan
Per Andersson Stockholm School of Economics
Christian Belz Universitat St. Gallen
Axel Faix Universitat Koln
Bernard Dubois HEC Jouy-en-Josas
Staffan Hulten Stockholm School of Economics
Richard Kohler Universitat Koln
J J Lambin Universite Catholique de Louvain
Josef A Mazenac Vienna University of Economics and Business Administration
Ron Meyer Rotterdam School of Management
Bengt G Molleryd Stockholm School of Economics
Ad Pruyn Rotterdam School of Management
Erasmus University
Celia Phillips London School of Economics
Thomas Rudolph Universitat St Gallen
Herman Schindler Universitat St.Gallen
Susanne Schwamborn-Epple Kaufring AG Dusseldorf
I Vanfrechem Leti-Lovanium's International School of Management St. Petersburg
"About this title" may belong to another edition of this title.
- PublisherSAGE Publications Ltd
- Publication date1997
- ISBN 10 0761955704
- ISBN 13 9780761955702
- BindingPaperback
- Edition number1
- Number of pages224
- EditorHartmann Stig
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Cases in Marketing
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SAGE PUBN
(1997)
ISBN 10: 0761955704
ISBN 13: 9780761955702
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Book Description Kartoniert / Broschiert. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. This work highlights key marketing issues in contexts characterized by diversity of markets, competitors and consumers. Cases draw on students ability to think about broader strategic issues such as global standardization versus customization.Inhal. Seller Inventory # 594968904
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