Marketing in Europe: Case Studies (European Management series) - Hardcover

Both problem-oriented and student-oriented, the cases require participants to consider theme such as: reasons and strategies for `going international'; European and international branding, pricing and advertising; issues of international distribution; new product development and launch; developing pan-European marketing; and managing global brands in Europe

Marketing in Europe forms an integral part of the CEMS Master degree, for which it was specifically developed. It will also be an essential resource for all students of marketing, international marketing and international business within, and outside, Europe.