Cases in marketing
著者
書誌事項
Cases in marketing
（European management series）
Sage Publications, 1997
- : pbk
- : hard
大学図書館所蔵 全16件
内容説明・目次
内容説明
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; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.
Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.
目次
Introduction - Hanne Hartvig Larsen
Illy in Germany - Pamela Adams
Renewal of Distribution Agreements
Norsk Hydro Fertilizers in the United States - Bjarne Bakka
Entering a Highly Competitive Market
Case A: 1970-75
Case B: 1980-95
MediaMarkt - Christian Belz, Thomas Rudolph and Hermann Schindler
The Price-Active Market Entry into Switzerland
Mobile Telephone Network Operators - Per Andersson, Staffan Hult[ac]en and Bengt G M[um]olleryd
Adapting to Rapid Changes in the Market
WILO GmbH - Axel Faix, Susanne Schwamborn-Epple and Richard K[um]ohler
Dealing with a Subsidiary in Crisis
Collective de l'Or - Bernard Dubois
Evaluating an Advertising Campaign
Honeywell in Saint-Petersburg - Jean-Jacques Lambin and Inge Vanfraechem
Establishing a Market Strategy
International Tourism Marketing - Josef A Mazanec
A Multifactor Portfolio Model
Guardian Properties - Celia Phillips
The Management of a Local and International Shopping Centre
Godiva Europe - Jean-Jacques Lambin
The Standardization versus Customization Dilemma
Saatchi & Saatchi Worldwide - Ron J H Meyer and Ad Th Pruyn
Does a `Global Marketing' Concept Make Sense?
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