Marketing Management: An International Perspective: Case Studies

ISBN-13: 9780333750087 / Angielski / Miękka / 1999 / 512 str.

Dominique Turpin;Kamran Kashani

Opis

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.

Spis treści

INTRODUCTION TO MARKETING.- The SkiSailer: Marketing A Young Investor's Dream.- Delissa in Japan.- MARKETING DECISIONS: THE FIVE 'Ps'.- Segmentation and Positioning.- Konica Corporation.- Kirin Brewery Co. Ltd. (A).- (Kirin Brewery Co. Ltd. (B) Teacher's Manual).- (Kirin Brewery Co. Ltd. (C) Teacher's Manual).- Product Line.- Daewoo Motor Company UK (A).- Interdrinks.- Salomon: The Monocoque Ski.- Service Policy.- Hong 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).- Pricing.- Computron Inc..- Pharma Swede: Gastirup.- Distribution.- Jordan A/S.- GPS One-Hour Service: Moving Abroad.- Communication.- Ericsson's Global Brand Campaign.- Mediquip S.A..- INTERNATIONAL MARKETING: GLOBAL INTEGRATION AND STRATEGY.- Libby's Beverages: UM Bongo Fruit Drink.- Hilti Corporation (A).- (Hilti Corporation (B) Teacher's Manual).- Haaks Europe.- INTERNATIONAL MARKETING: ORGANISATION & STRATEGY IMPLEMENTATION.- Alto Chemicals Europe.- (Alto Chemicals Europe Teacher's Manual).- Sony Europa (A).- (Sony Europa (B) Teacher's Manual).- (Sony Europa (C) Teacher's Manual).

O autorze

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