Cases in marketing (Sage Publications, 1997)
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002
Includes bibliographical references
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
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