Understanding Marketing: A European Casebook

ISBN-13: 9780471860938 / Angielski / Miękka / 2000 / 260 str.

Celia Phillips; Celia Phillips; Ad Pruyn

Opis

This collection of case studies has been written by marketing academics at leading universities throughout Europe. The cases cover a broad range of marketing issues, including: new products; branding; retailing; strategic marketing; and marketing planning. Another important feature is the wide range of products discussed in the cases, including brewing, soft drinks, mobile telephones, textiles, skin products, banking and office furniture.

Spis treści

The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson & B. Mölleryd).

Ways of Applying Segmentation Strategies: Recession in the Hungarian Beer Market (J. Berács).

MD Foods Amba: A New World of Sales and Marketing (M. Bjerre).

Developing an International Communication Strategy for a Brand: The NIVEA Case (M. Brenneiser & R. Köhler).

MCC: An Innovative Distribution Strategy for an Innovative Product (A. Busch & J. Mühlmeyer).

The Mixed Blessings of the Euro (Y. van Everdingen & A. Pruyn).

Integrating Brand Strategies after an Acquisition: Schwarzkopf & Henkel Cosmetics (A. Faix, et al.).

Perrier: The Benzene Crisis (J. Franch & J. Montaña).

Coca–Cola: Market Launch of a New "Green" Packaging System (F. Habann, et al.).

The Ullman Chair: Potential for Success? (S. Hultén).

The Fair Trade and "Made in Dignity" Labels (M.–P. Kestemont & V. Swaen).

Petrobank: A New Competitor in the Market Place? (R. Kozielski).

Rocking the Boat at MTV: Dealing with Market Fragmentation (R. Meyer & A. Pruyn).

Czech Beer Goes Worldwide (J. Nagyova & H. Machkova).

Alcopops: Triumph or Disaster? (C. Phillips).

Kruszgeo: Who are its Customers? (K. Przybylowski).

ZTM: A Public Transportation System (K. Przybylowski).

NIVEA: Brand Transfer for Continuous and Innovative Product Maintenance (A. Roosdorp).

Cumulus: The Development of a Loyalty Card Scheme (T. Rudolph & A. Busch).

Customer Satisfaction in Emergency Ambulance Services: A Case for Empirical Research (R. Sinkovics & B. Stöttinger).

Index of Keywords by Case Number.

O autorze

The Editors Celia Phillips is Senior Tutor at the Interdisciplinary Institute of Management at the London School of Economics Ad Pruyn is a member of the Marketing Faculty at the Rotterdam School of Management, Erasmus University, Rotterdam Marie–Paule Kestemont is Professor of Marketing at the University of Louvain

Blurb

Understanding Marketing A European Casebook 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.