Description - Cases in Marketing by Stig Hartmann
"Cases in marketing" highlights key marketing issues in contexts characterized by diversity of markets, competitors and consumers. Some cases draw on students'ability to think about broader strategic issues such as: global standardization versus customization; managing the globalization process; internationalization strategies; rapid change in industries due to global developments; international marketing. Other cases draw on student's analytical skills in dealing with tactical issues such as: market and competitor analysis for international marketing strategy; the collection and use of data in market research; evaluating communication effectiveness; multifactor portfolio analysis, The range of cases provides insight into the practice of marketing across national borders and cultures.
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(234mm x 156mm x mm)
SAGE Publications Inc
Publisher: SAGE Publications Inc
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Author Biography - Stig Hartmann
Hanne Hartvig Larsen is Professor at the Copenhagen Business School in Denmark. CONTRIBUTORS Pamela Adams Universita Bocconi Milan Per Andersson Stockholm School of Economics Christian Belz Universitat St. Gallen Axel Faix Universitat Koln Bernard Dubois HEC Jouy-en-Josas Staffan Hulten Stockholm School of Economics Richard Kohler Universitat Koln J J Lambin Universite Catholique de Louvain Josef A Mazenac Vienna University of Economics and Business Administration Ron Meyer Rotterdam School of Management Bengt G Molleryd Stockholm School of Economics Ad Pruyn Rotterdam School of Management Erasmus University Celia Phillips London School of Economics Thomas Rudolph Universitat St Gallen Herman Schindler Universitat St.Gallen Susanne Schwamborn-Epple Kaufring AG Dusseldorf I Vanfrechem Leti-Lovanium's International School of Management St. Petersburg