European casebook on principles of marketing
Author(s)
Bibliographic Information
European casebook on principles of marketing
（European casebook series on management）
Prentice Hall, 1997
- Other Title
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Principles of marketing
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Note
Includes bibliographical references
Description and Table of Contents
Description
Includes current material on events and issues of importance to European corporations and managers. This casebook provides practising managers with insights into the marketing activities of some key European companies, covering the major field of interest in marketing. The book is European in perspective, and logically structured to cover all the major areas of marketing. Some well known international companies (such as Nivea, IKEA, Carlsberg and M&S) are included.
Table of Contents
- *Using Case Studies *Polo Mints *Virgin *Midelectric Ltd *Project Gemini *Victoria Fruit, Going Bananas? *Nivea Sun *Gedas Ltd *Marks xxx
- Spencer *ABB Transportation Ltd *Sport-trax *GPA *Gatorade *Magnum *IKEA *Carlsberg Ice Beer
by "Nielsen BookData"