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European casebook on principles of marketing / edited by Jim Saker and Gareth Smith.

Contributor(s): Material type: TextTextSeries: The European casebook series on management | European casebook series in managementPublication details: London : Prentice Hall, 1997.Description: xiv, 258p., [12]p. of plates : ill., facsims., map ; 24 cmISBN:
  • 9780132276535 (pbk.) :
  • 0132276534
Other title:
  • Principles of marketing
Subject(s): DDC classification:
  • 658.80094 SAK
Contents:
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.
Summary: 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.80094 SAK (Browse shelf(Opens below)) 1 Available 00210903
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.80094 SAK (Browse shelf(Opens below)) 1 Available 114786

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.

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