{"product_id":"understanding-marketing-isbn-9780471860938","title":"Understanding Marketing","description":"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.\u003cbr\u003e * Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network\u003cbr\u003e * 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\u003cbr\u003e * The cases are of ideal length for a two-hour seminar or lecture discussion\u003cbr\u003e * Small and not-for-profit organizations are discussed as well as multinational organizations\u003cbr\u003e Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.Marketing-Dozenten führender europäischer Universitäten haben diese Sammlung von Fallstudien zusammengestellt. Die Fälle decken ein breites Spektrum von Marketingthemen ab, wie z.B. Produktneuheiten, Warenzeichenpolitik, Einzelhandel- und strategisches Marketing sowie Marketingplanung. Darüber hinaus werden in den Fallstudien eine Vielfalt von Produkten und Dienstleistungen behandelt: z. B. Brauerzeugnisse, Softdrinks, Mobiltelephone, Textil- und Hautpflegeprodukte, Bank- und Büromöbel sowie Bankdienste. \"Understanding Marketing\" konzentriert sich vornehmlich auf die Marketingsituation in Europa und bezieht dabei kleine und gemeinnützige Organisationen ebenso ein wie multinationale Konzerne, Produkte und Dienstleistungen. Eine begleitende Website für Dozenten enthält weitere Hinweise zu Fallstudien. The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson \u0026amp; B. Mölleryd).\u003cbr\u003e \u003cbr\u003e Ways of Applying Segmentation Strategies: Recession in the Hungarian Beer Market (J. Berács).\u003cbr\u003e \u003cbr\u003e MD Foods Amba: A New World of Sales and Marketing (M. Bjerre).\u003cbr\u003e \u003cbr\u003e Developing an International Communication Strategy for a Brand: The NIVEA Case (M. Brenneiser \u0026amp; R. Köhler).\u003cbr\u003e \u003cbr\u003e MCC: An Innovative Distribution Strategy for an Innovative Product (A. Busch \u0026amp; J. Mühlmeyer).\u003cbr\u003e \u003cbr\u003e The Mixed Blessings of the Euro (Y. van Everdingen \u0026amp; A. Pruyn).\u003cbr\u003e \u003cbr\u003e Integrating Brand Strategies after an Acquisition: Schwarzkopf \u0026amp; Henkel Cosmetics (A. Faix, et al.).\u003cbr\u003e \u003cbr\u003e Perrier: The Benzene Crisis (J. Franch \u0026amp; J. Montaña).\u003cbr\u003e \u003cbr\u003e Coca-Cola: Market Launch of a New \"Green\" Packaging System (F. Habann, et al.).\u003cbr\u003e \u003cbr\u003e The Ullman Chair: Potential for Success? (S. Hultén).\u003cbr\u003e \u003cbr\u003e The Fair Trade and \"Made in Dignity\" Labels (M.-P. Kestemont \u0026amp; V. Swaen).\u003cbr\u003e \u003cbr\u003e Petrobank: A New Competitor in the Market Place? (R. Kozielski).\u003cbr\u003e \u003cbr\u003e Rocking the Boat at MTV: Dealing with Market Fragmentation (R. Meyer \u0026amp; A. Pruyn).\u003cbr\u003e \u003cbr\u003e Czech Beer Goes Worldwide (J. Nagyova \u0026amp; H. Machkova).\u003cbr\u003e \u003cbr\u003e Alcopops: Triumph or Disaster? (C. Phillips).\u003cbr\u003e \u003cbr\u003e Kruszgeo: Who are its Customers? (K. Przybylowski).\u003cbr\u003e \u003cbr\u003e ZTM: A Public Transportation System (K. Przybylowski).\u003cbr\u003e \u003cbr\u003e NIVEA: Brand Transfer for Continuous and Innovative Product Maintenance (A. Roosdorp).\u003cbr\u003e \u003cbr\u003e Cumulus: The Development of a Loyalty Card Scheme (T. Rudolph \u0026amp; A. Busch).\u003cbr\u003e \u003cbr\u003e Customer Satisfaction in Emergency Ambulance Services: A Case for Empirical Research (R. Sinkovics \u0026amp; B. Stöttinger).\u003cbr\u003e \u003cbr\u003e Index of Keywords by Case Number. 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 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.\u003cbr\u003e * Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network\u003cbr\u003e * 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\u003cbr\u003e * The cases are of ideal length for a two-hour seminar or lecture discussion\u003cbr\u003e * Small and not-for-profit organizations are discussed as well as multinational organizations\u003cbr\u003e Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990431088869,"sku":"NP9780471860938","price":45.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471860938.jpg?v=1761787799","url":"https:\/\/k12savings.com\/es\/products\/understanding-marketing-isbn-9780471860938","provider":"K12savings","version":"1.0","type":"link"}