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Cases in Marketing
About this book
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.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Cases in Marketing by Hanne Hartvig Larsen in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- 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 Centre
- 10 - Godiva Europe: The Standardization Versus Customization Dilemma
- 11 - Saatchi & Saatchi Worldwide: Does a Global Marketing Concept Make Sense?