Cases in Marketing (European Management series)

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9780761955696: Cases in Marketing (European Management series)
Reseña del editor:

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.

Biografía del autor:

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

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