Holdings: Understanding marketing

Understanding marketing: a European casebook

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Bibliographic Details
Format:	Book
Language:	English
Published:	Chichester [u.a.] Wiley 2000
Subjects:	Marketing Marketing > Europe > Case studies Export marketing > Europe > Case studies Europa Fallstudiensammlung
Online Access:	Publisher description Table of Contents Inhaltsverzeichnis
Physical Description:	XVIII, 214 S. Ill., graph. Darst.
ISBN:	047186093X

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MARC


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Record in the Search Index

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adam_text	Contents Contributors vii Foreword xi Carlo Maria Gallucci Preface xiii Introduction xv Celia Phillips 1 The mobile telephone supplier: choosing a Channel entry strategy 1 Per Andersson and Bengt G. Mölleryd 2 Ways of applying segmentation strategies: recession in the Hungarian beer market 11 Jözsef Beräcs 3 MD Foods amba: a new world of sales and marketing 29 Mogens Bjerre 4 Developing an international communication strategy for a brand: the NIVEA case 43 Marc Brenneiser and Richard Köhler 5 MCC: an innovative distribution strategy for an innovative product 53 Anina Busch and Joachim Mühlmeyer 6 The mixed blessings of the Euro 65 Yvonne van Everdingen and Ad Pruyn 7 Integrating brand strategies after an acquisition: Schwarzkopf Henkel cosmetics 73 Axel Faix, Anne Christin Kemper and Richard Köhler vi CONTENTS 8 Perrier: the benzene crisis 85 Josep Franch andjordi Montana 9 Coca Cola: market launch of a new green packaging System 91 Frank Habann, Hans Hüttemann and Richard Köhler 10 The Ullman chair: potential for success? 101 Staffan Hulten 11 The Fair Trade and Made in Dignity labeis 107 Marie Paule Kestemont and Valerie Swaen 12 Petrobank: a new competitor in the market place? 117 Robert Kozielski 13 Rocking the boat at MTV: dealing with market fragmentation 129 Ron Meyer and Ad Pruyn 14 Czech beer goes worldwide 139 Jana Nagyova and Hana Machkova 15 Alcopops: triumph or disaster? 149 Celia Phillips 16 Kruszgeo: who are its customers? 161 Krysztof Przybylowski 17 ZTM: a public transportation system 169 Krysztof Przybylowski 18 NIVEA: brand transfer for continuous and innovative product maintenance 177 Alexander Roosdorp 19 Cumulus: the development of a loyalty card scheme 189 Thomas Rudolph and Anina Busch 20 Customer satisfaction in emergency ambulance Services: a case for empirical research 201 Rudolf R. Sinkovics and Barbara Stöttinger Index of keywords by case number 213
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subject_GND	(DE-588)4037589-4 (DE-588)4015701-5 (DE-588)4522595-3
title	Understanding marketing a European casebook
title_auth	Understanding marketing a European casebook
title_exact_search	Understanding marketing a European casebook
title_full	Understanding marketing a European casebook [ed.] by Celia Phillips ; Ad Pruyn ; Marie-Paule Kestemont
title_fullStr	Understanding marketing a European casebook [ed.] by Celia Phillips ; Ad Pruyn ; Marie-Paule Kestemont
title_full_unstemmed	Understanding marketing a European casebook [ed.] by Celia Phillips ; Ad Pruyn ; Marie-Paule Kestemont
title_short	Understanding marketing
title_sort	understanding marketing a european casebook
title_sub	a European casebook
topic	Marketing gtt Marketing -- Europe -- Case studies Export marketing -- Europe -- Case studies Marketing (DE-588)4037589-4 gnd
topic_facet	Marketing Marketing -- Europe -- Case studies Export marketing -- Europe -- Case studies Europa Fallstudiensammlung
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