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Cases in Marketing
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Cases in Marketing

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October 1997 | 224 pages | SAGE Publications Ltd
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.

Hanne Hartvig Larsen
Introduction
Pamela Adams
Illy in Germany
Renewal of Distribution Agreements

 
Bjarne Bakka
Norsk Hydro Fertilizers in the United States
Entering a Highly Competitive Market

 
Case A: 1970-75

 
Case B: 1980-95

 
Christian Belz, Thomas Rudolph and Hermann Schindler
MediaMarkt
The Price-Active Market Entry into Switzerland

 
Per Andersson, Staffan Hult[ac]en and Bengt G M[um]olleryd
Mobile Telephone Network Operators
Adapting to Rapid Changes in the Market

 
Axel Faix, Susanne Schwamborn-Epple and Richard K[um]ohler
WILO GmbH
Dealing with a Subsidiary in Crisis

 
Bernard Dubois
Collective de l'Or
Evaluating an Advertising Campaign

 
Jean-Jacques Lambin and Inge Vanfraechem
Honeywell in Saint-Petersburg
Establishing a Market Strategy

 
Josef A Mazanec
International Tourism Marketing
A Multifactor Portfolio Model

 
Celia Phillips
Guardian Properties
The Management of a Local and International Shopping Centre

 
Jean-Jacques Lambin
Godiva Europe
The Standardization versus Customization Dilemma

 
Ron J H Meyer and Ad Th Pruyn
Saatchi & Saatchi Worldwide
Does a `Global Marketing' Concept Make Sense?

 

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ISBN: 9780761955702
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