A European Casebook

Auteur: Kestemont, Marie-Paule
Auteur: Phillips, Celia
Auteur: Pruyn, Ad
Editeur: John Wiley & Sons
Publication: 2001
Edition n°:
ISBN: 978-0-471-86093-8
e-ISBN:
 
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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.

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