{"product_id":"understanding-marketing-a-european-casebook-9780471860938","title":"Understanding Marketing A European Casebook","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMarketing is a social and managerial process. Both individuals and groups obtain what they need and want by creating and exchanging products and value with others. This collection of case studies covers the key aspects of this field.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eThe Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson \u0026amp; B. Mölleryd).\u003cbr\u003e \u003cbr\u003e Ways of Applying Segmentation Strategies: Recession in the Hungarian Beer Market (J. Berács).\u003cbr\u003e \u003cbr\u003e MD Foods Amba: A New World of Sales and Marketing (M. Bjerre).\u003cbr\u003e \u003cbr\u003e Developing an International Communication Strategy for a Brand: The NIVEA Case (M. Brenneiser \u0026amp; R. Köhler).\u003cbr\u003e \u003cbr\u003e MCC: An Innovative Distribution Strategy for an Innovative Product (A. Busch \u0026amp; J. Mühlmeyer).\u003cbr\u003e \u003cbr\u003e The Mixed Blessings of the Euro (Y. van Everdingen \u0026amp; A. Pruyn).\u003cbr\u003e \u003cbr\u003e Integrating Brand Strategies after an Acquisition: Schwarzkopf \u0026amp; Henkel Cosmetics (A. Faix, et al.).\u003cbr\u003e \u003cbr\u003e Perrier: The Benzene Crisis (J. Franch \u0026amp; J. Montaña).\u003cbr\u003e \u003cbr\u003e Coca-Cola: Market Launch of a New \"Green\" Packaging System (F. Habann, et al.).\u003cbr\u003e \u003cbr\u003e The Ullman Chair: Potential for Success? (S. Hultén).\u003cbr\u003e \u003cbr\u003e The Fair Trade and \"Made in Dignity\" Labels (M.-P. Kestemont \u0026amp; V. Swaen).\u003cbr\u003e \u003cbr\u003e Petrobank: A New Competitor in the Market Place? (R. Kozielski).\u003cbr\u003e \u003cbr\u003e Rocking the Boat at MTV: Dealing with Market Fragmentation (R. Meyer \u0026amp; A. Pruyn).\u003cbr\u003e \u003cbr\u003e Czech Beer Goes Worldwide (J. Nagyova \u0026amp; H. Machkova).\u003cbr\u003e \u003cbr\u003e Alcopops: Triumph or Disaster? (C. Phillips).\u003cbr\u003e \u003cbr\u003e Kruszgeo: Who are its Customers? (K. Przybylowski).\u003cbr\u003e \u003cbr\u003e ZTM: A Public Transportation System (K. Przybylowski).\u003cbr\u003e \u003cbr\u003e NIVEA: Brand Transfer for Continuous and Innovative Product Maintenance (A. Roosdorp).\u003cbr\u003e \u003cbr\u003e Cumulus: The Development of a Loyalty Card Scheme (T. Rudolph \u0026amp; A. Busch).\u003cbr\u003e \u003cbr\u003e Customer Satisfaction in Emergency Ambulance Services: A Case for Empirical Research (R. Sinkovics \u0026amp; B. Stöttinger).\u003cbr\u003e \u003cbr\u003e Index of Keywords by Case Number.","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402680017239,"sku":"9780471860938","price":39.85,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471860938.jpg?v=1730481209","url":"https:\/\/bookcurl.com\/products\/understanding-marketing-a-european-casebook-9780471860938","provider":"Book Curl","version":"1.0","type":"link"}