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Cases in marketing / / edited by Hanne Hartvig-Larsen



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Titolo: Cases in marketing / / edited by Hanne Hartvig-Larsen Visualizza cluster
Pubblicazione: London : , : SAGE, , 1997
Descrizione fisica: 1 online resource (218 p.)
Disciplina: 658.8
Soggetto topico: Marketing - Europe
Marketing research - Europe
Soggetto genere / forma: Electronic books.
Persona (resp. second.): LarsenHanne Hartvig <1945->
Note generali: Description based upon print version of record.
Nota di bibliografia: Includes bibliographical references.
Nota di contenuto: 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?
Sommario/riassunto: These cases highlight marketing issues in contexts characterised by diversity of markets, competitors and consumers. Some draw on students' ability to think about broad strategic issues, others on their analytical skills in dealing with tactical issues.
Titolo autorizzato: Cases in marketing  Visualizza cluster
ISBN: 1-4462-8006-3
1-282-62304-4
9786612623042
0-85702-622-4
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910458258803321
Lo trovi qui: Univ. Federico II
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Serie: European management series.