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. aeo Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network aeo 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 aeo The cases are of ideal length for a two--hour seminar or lecture discussion aeo 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.

Book Information
ISBN 9780471860938
Author Celia Phillips
Format Paperback
Page Count 236
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 360g