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Understanding Marketing : A European Casebook.
・ISBN 978-0-471-86093-8 paper US$ 61.95
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| 著者・編者 | Phillips, Celia / Pruyn, A. / Kestemont, M.-P. (eds.), |
|---|---|
| 出版社 | (Wiley, US) |
| 出版年月 | 2000 |
| ページ数 | 264 pp. |
| 言語 | ENG |
| ニュース番号 | ＜464-588＞ |
解説
Understanding Marketing A European Casebook Understanding Marketing has been written by marketing lecturers drawn from leading universities and business schools throughout Europe. This collection of case studies covers a broad range of marketing issues, including: strategic marketing; new products; branding; marketing communication and promotion; business-to-business marketing; and product pricing and distribution.
* Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network
* The cases cover a wide range of products: brewing, soft drinks, mobile telephones, banking,textiles, skin products and office furniture being only a selection of the products included
* The cases are of ideal length for a two-hour seminar or lecture discussion
* Small and not-for-profit organizations are discussed as well as multinational organizations
Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.
* Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network
* The cases cover a wide range of products: brewing, soft drinks, mobile telephones, banking,textiles, skin products and office furniture being only a selection of the products included
* The cases are of ideal length for a two-hour seminar or lecture discussion
* Small and not-for-profit organizations are discussed as well as multinational organizations
Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.