| Description |
1 online resource (218 pages) |
| Series |
European Management Series, v. 3 |
|
European Management Series, v. 3
|
| Contents |
Cover; Table of Contents; Introduction; 1 -- Illy in Germany: Renewal of Distribution Agreements; 2 -- Norsk Hydro Fertilizers in the United States: Entering a Highly Competitive Market; 3 -- MediaMarkt: The Price-Active Market Entry into Switzerland; 4 -- Mobile Telephone Network Operators: Adapting to Rapid Changes in the Market; 5 -- WILO GmbH: Dealing with a Subsidiary in Crisis; 6 -- Collective de l'Or: Evaluating an Advertising Campaign; 7 -- Honeywell in St Petersburg: Establishing a Strategy for an Undefined Market; 8 -- International Tourism Marketing: A Multifactor Portfolio Model |
|
9 -- Guardian Properties: The Management of a Local and an International Shopping Centre10 -- Godiva Europe: The Standardization Versus Customization Dilemma; 11 -- Saatchi & Saatchi Worldwide: Does a Global Marketing Concept Make Sense? |
| Summary |
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 |
| Notes |
Print version record |
| Subject |
Marketing -- Europe -- Case studies
|
|
Marketing -- Europe -- Management -- Case studies
|
|
Marketing
|
|
Marketing -- Management
|
|
Europe
|
| Genre/Form |
Case studies
|
| Form |
Electronic book
|
| ISBN |
9780857026224 |
|
0857026224 |
|
