Cases in Marketing.
| Author/creator | Larsen, Hanne H. Editor |
| Format | Electronic |
| Publication Info | London : SAGE Publications, Limited Thousand Oaks : SAGE Publications, Incorporated [Distributor] |
| Description | 224 p. ill 09.210 x 06.140 in. |
| Supplemental Content | Full text available from Ebook Central - Academic Complete |
| Subjects |
| Other author/creator | Adams, P. Contribution by |
| Other author/creator | Bakka, B. Contribution by |
| Other author/creator | Belz, C. Contribution by |
| Other author/creator | Rudolph, T. Contribution by |
| Other author/creator | Schindler, H. Contribution by |
| Other author/creator | Andersson, P. Contribution by |
| Other author/creator | Hulten, S. Contribution by |
| Other author/creator | Molleryd, B. Contribution by |
| Other author/creator | Hartmann, Stig Editor |
| Series | European Management Ser. |
| Summary | Annotation This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers.</p> <p></p> <p>Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.</p> <p></p> <p>Together they offer a detailed insight into the practicalities of marketing across national borders and cultures. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| ISBN | 9780761955702 |
| ISBN | 0761955704 (Trade Paper) Active Record |
| Standard identifier# | 9780761955702 |
| Stock number | 81558 00325166 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |