This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers. Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis. Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.
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(234mm x 156mm x 15mm)
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