European casebook on principles of marketing /
European casebook on principles of marketing /
Principles of marketing
edited by Jim Saker and Gareth Smith.
- London : Prentice Hall, 1997.
- xiv, 258p., [12]p. of plates : ill., facsims., map ; 24 cm.
- The European casebook series on management .
- The European casebook series on management .
- European casebook series in management. .
Includes bibliographical references.
Using marketing cases -- 1.Polo mints. Gareth Smith and John Saunders -- 2.Virgina Atlantic Airwasy: ten years after Panteþ Denoyelle -- 3.Midelectric Ltd.: a market electrified. Timo Ranta -- 4.Project Gemini. Margaret Bruce and Barny Morris -- 5.Victoria Fruit: going bananas?. Ilya Girson and Vitaly Cherenkov -- 6.Nivea Sun. Sabine Keuster, Bruce Hardie and Patrick Barwise -- 7.GEDAS Ltd. Mike Elsas, Walter van Waterschoot and Liesbeth Wuyts -- 8.Marks & Spencer. Maureen Whitehead -- 9.ABB transportation Ltd.: Waiting for a train. Richard Blundel -- 10.Sport-Trac Ltd -- 11.Guiness Peat Aviation: The global flotation that failed. Brenda Cullen -- 12.Gatorade. Tiziano Vescovi -- 13.Magnum. Frans A. Kense -- 14.IKEA. Maureen Whitehead -- 15.Carlsberg Ice Beer. Ian Wilson.
This book presents up-to-date case material on events and issues of critical importance to European corporations and managers. Logically structured to cover all areas of marketing, the book includes companies such as Nivea, IKEA and Carlsberg.
9780132276535 (pbk.) : £20.95 0132276534
96016019
Marketing--Case studies--Europe
Business and Management.
Sales & marketing
658.80094 SAK
Includes bibliographical references.
Using marketing cases -- 1.Polo mints. Gareth Smith and John Saunders -- 2.Virgina Atlantic Airwasy: ten years after Panteþ Denoyelle -- 3.Midelectric Ltd.: a market electrified. Timo Ranta -- 4.Project Gemini. Margaret Bruce and Barny Morris -- 5.Victoria Fruit: going bananas?. Ilya Girson and Vitaly Cherenkov -- 6.Nivea Sun. Sabine Keuster, Bruce Hardie and Patrick Barwise -- 7.GEDAS Ltd. Mike Elsas, Walter van Waterschoot and Liesbeth Wuyts -- 8.Marks & Spencer. Maureen Whitehead -- 9.ABB transportation Ltd.: Waiting for a train. Richard Blundel -- 10.Sport-Trac Ltd -- 11.Guiness Peat Aviation: The global flotation that failed. Brenda Cullen -- 12.Gatorade. Tiziano Vescovi -- 13.Magnum. Frans A. Kense -- 14.IKEA. Maureen Whitehead -- 15.Carlsberg Ice Beer. Ian Wilson.
This book presents up-to-date case material on events and issues of critical importance to European corporations and managers. Logically structured to cover all areas of marketing, the book includes companies such as Nivea, IKEA and Carlsberg.
9780132276535 (pbk.) : £20.95 0132276534
96016019
Marketing--Case studies--Europe
Business and Management.
Sales & marketing
658.80094 SAK