Marketing in Europe: Case Studies (European Management series)

Type

Book

Authors

ISBN 10

0803989563

ISBN 13

9780803989566

Tags

Global, Industrial, Marketing, International Business

Description

This major volume presents an invaluable set of case studies designed to highlight key marketing issues that face European organizations, including international companies based in Europe. It aims to meet the pressing need for high-quality, up-to-date case material on marketing in Europe. 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 Mast - from Amzon

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