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Marketing in Europe : case studies

Author: Jordi Montaña
Publisher: London [u.a.] : Sage Publ., 1994.
Series: European management series
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Illustrates different aspects of marketing by European-based companies, who market their products in Europe and elsewhere. The work covers issues such as international market segmentation,  Read more...

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Genre/Form: Fallstudiensammlung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Jordi Montaña
ISBN: 0803989555 9780803989559 0803989563 9780803989566
OCLC Number: 263555596
Description: VI, 203 S. : ill., graph. Darst., Kt.
Contents: Introduction - Jordi Monta[ti]naM[um]oet & Chandon A - Guillermo Cisneros and Jordi Monta[ti]na The Problem of GrowthM[um]oet & Chandon B - Guillermo Cisneros and Jordi Monta[ti]na A Diversification of StrategySEAT in Europe - Jordi Monta[ti]na and Maria Jos[ac]e Trell A Strategy for SurvivalNescaf[ac]e Italy - Michele Costabile and Maria Carmela Ostillio with Enrico Valdani Global Brand, Local CultureDulato - Bernard Dubois, Joachim Malato de Sousa and Eduardo Cruz Reorganizing the Sales ForceNico Duin B V - Ron J H Meyer and Ad T Pruyn A Small Company InternationalizesVolvo Trucks Europe - Jean-Jacques Lambin and Tammy Bunn Hiller Pan-European MarketingProcter & Gamble in Europe - Wolfgang Breuer with Richard K[um]ohler A Roll-Out LaunchExport Advertising Strategies - Helmut J Kurz Country-of-Origin EffectsCopenhagen - City of Culture 1996 - Jesper Christiansen and Kenneth Nielsen Stakeholder AnalysisInternational Tourism Marketing - Josef A Mazanec Adapting the Growth-Share Matrix [An instructor's manual will be available for accredited teachers and lecturers on request from the publisher.]
Series Title: European management series
Responsibility: ed. by Jordi Montaña.
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