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~~ PDF Ebook Understanding Marketing: A European Casebook, by Celia Phillips, Ad Pruyn, Marie-Paule Kestemont

PDF Ebook Understanding Marketing: A European Casebook, by Celia Phillips, Ad Pruyn, Marie-Paule Kestemont

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Understanding Marketing: A European Casebook, by Celia Phillips, Ad Pruyn, Marie-Paule Kestemont

Understanding Marketing: A European Casebook, by Celia Phillips, Ad Pruyn, Marie-Paule Kestemont



Understanding Marketing: A European Casebook, by Celia Phillips, Ad Pruyn, Marie-Paule Kestemont

PDF Ebook Understanding Marketing: A European Casebook, by Celia Phillips, Ad Pruyn, Marie-Paule Kestemont

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Understanding Marketing: A European Casebook, by Celia Phillips, Ad Pruyn, Marie-Paule Kestemont

Understanding Marketing A European Casebook Understanding Marketing has been written by marketing lecturers drawn from leading universities and business schools throughout Europe. This collection of case studies covers a broad range of marketing issues, including: strategic marketing; new products; branding; marketing communication and promotion; business-to-business marketing; and product pricing and distribution.
* Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network
* The cases cover a wide range of products: brewing, soft drinks, mobile telephones, banking,textiles, skin products and office furniture being only a selection of the products included
* The cases are of ideal length for a two-hour seminar or lecture discussion
* Small and not-for-profit organizations are discussed as well as multinational organizations
Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.

  • Sales Rank: #10939757 in Books
  • Published on: 2000-02-29
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.13" h x .51" w x 6.02" l, .75 pounds
  • Binding: Paperback
  • 232 pages

From the Back Cover
Understanding Marketing A European Casebook Understanding Marketing has been written by marketing lecturers drawn from leading universities and business schools throughout Europe. This collection of case studies covers a broad range of marketing issues, including: strategic marketing; new products; branding; marketing communication and promotion; business-to-business marketing; and product pricing and distribution.
* Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network
* The cases cover a wide range of products: brewing, soft drinks, mobile telephones, banking,textiles, skin products and office furniture being only a selection of the products included
* The cases are of ideal length for a two-hour seminar or lecture discussion
* Small and not-for-profit organizations are discussed as well as multinational organizations
Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.

About the Author
The Editors Celia Phillips is Senior Tutor at the Interdisciplinary Institute of Management at the London School of Economics Ad Pruyn is a member of the Marketing Faculty at the Rotterdam School of Management, Erasmus University, Rotterdam Marie-Paule Kestemont is Professor of Marketing at the University of Louvain

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