TY  - BOOK
AU  - Larsen,Hanne Hartvig
TI  - Cases in marketing
T2  - European management series
SN  - 9780857026224
AV  - HF5415.12.E8 C37 1997eb
U1  - 380.1 22
PY  - 1997///
CY  - London, Thousand Oaks, Calif.
PB  - Sage Publications
KW  - Marketing
KW  - Europe
KW  - Case studies
KW  - Management
KW  - Études de cas
KW  - Gestion
KW  - BUSINESS & ECONOMICS
KW  - Commerce
KW  - bisacsh
KW  - fast
KW  - gtt
KW  - Cas, Études de
KW  - ram
KW  - Electronic books
KW  - lcgft
KW  - rvmgf
N1  - Includes bibliographical references; Introduction / Hanne Hartvig Larsen -- Illy in Germany : Renewal of Distribution Agreements / Pamela Adams -- Norsk Hydro Fertilizers in the United States : Entering a Highly Competitive Market / Bjarne Bakka -- MediaMarkt : The Price-Active Market Entry into Switzerland / Christian Belz, Thomas Rudolph and Hermann Schindler -- Mobile Telephone Network Operators : Adapting to Rapid Changes in the Market / Per Andersson, Staffan Hulten and Bengt G. Mollery -- WILO GmbH : Dealing with a Subsidiary in Crisis / Axel Faix, Susanne Schwamborn-Epple and Richard Kohler -- Collective de l'Or : Evaluating an Advertising Campaign / Bernard Dubois -- Honeywell in St. Petersburg : Establishing a Strategy for an Undefined Market / Jean-Jacques Lambin and Inge Vanfraechem -- International Tourism Marketing : A Multifactor Portfolio Model / Josef A. Mazanec -- Guardian Properties : The Management of a Local and an International Shopping Centre / Celia Phillips -- Godiva Europe : The Standardization Versus Customization Dilemma / Jean-Jacques Lambin -- Saatchi & Saatchi Worldwide : Does a Global Marketing Concept Make Sense? / Ron J H Meyer and Ad Th. Pruyn; Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK); Electronic reproduction; [Place of publication not identified]; HathiTrust Digital Library; 2011
N2  - 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
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=324184
ER  -