Cases in Marketing
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€75.99
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International Business & Management
Marketing
Product details
- ISBN 9780761955702
- Weight: 430g
- Dimensions: 156 x 234mm
- Publication Date: 10 Oct 1997
- Publisher: SAGE Publications Inc
- Publication City/Country: US
- Product Form: Paperback
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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.
Hanne Hartvig Larsen is Professor at the Copenhagen Business School in Denmark.
CONTRIBUTORS
Pamela Adams Universita Bocconi Milan
Per Andersson Stockholm School of Economics
Christian Belz Universitat St. Gallen
Axel Faix Universitat Koln
Bernard Dubois HEC Jouy-en-Josas
Staffan Hulten Stockholm School of Economics
Richard Kohler Universitat Koln
J J Lambin Universite Catholique de Louvain
Josef A Mazenac Vienna University of Economics and Business Administration
Ron Meyer Rotterdam School of Management
Bengt G Molleryd Stockholm School of Economics
Ad Pruyn Rotterdam School of Management
Erasmus University
Celia Phillips London School of Economics
Thomas Rudolph Universitat St Gallen
Herman Schindler Universitat St.Gallen
Susanne Schwamborn-Epple Kaufring AG Dusseldorf
I Vanfrechem Leti-Lovanium′s International School of Management St. Petersburg
