Marketing in Europe: Case Studies (European Management series)
By Unknown Author.
Description
This major volume presents an invaluable set of case studies designed to highlight key marketing issues that face European organizations, including international companies based in Europe. It aims to meet the pressing need for high-quality, up-to-date case material on marketing in Europe. Both problem-oriented and student-oriented, the cases require participants to consider theme such as: reasons and strategies for `going international'; European and international branding, pricing and advertising; issues of international distribution; new product development and launch; developing pa...
ISBN(s)
0803989563, 9780803989566
