TY  - BOOK
AU  - Saker,Jim
AU  - Smith,Gareth
TI  - European casebook on principles of marketing
T2  - The European casebook series on management
SN  - 9780132276535 (pbk.) :
U1  - 658.80094 SAK 
PY  - 1997///
CY  - London
PB  - Prentice Hall
KW  - Marketing
KW  - Europe
KW  - Case studies
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing
KW  - thema
N1  - 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
N2  - 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
ER  -