Understanding Marketing - A European Casebook (Paperback)

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 discussio
• 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.

General

Imprint:	John Wiley & Sons
Country of origin:	United States
Release date:	2000
First published:	April 2000
Authors:	C. Phillips
Dimensions:	227 x 153 x 14mm (L x W x T)
Format:	Paperback
Pages:	236
ISBN-13:	978-0-471-86093-8
Categories:	Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-471-86093-X
Barcode:	9780471860938

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