| Title : | Cases in European marketing mangement | | Material Type: | printed text | | Authors: | John A. Quelch, Author ; Kamran Kashani, Author ; Sandra Vandermerwe, Author | | Publisher: | Chicago, ILL. : Irwin | | Publication Date: | 1994 | | Pagination: | xiii, 525 p. | | Layout: | ill (b&w) | | Size: | 24 cm | | ISBN (or other code): | 978-0-256-15722-2 | | General note: | This book represents a collaboration between faculty at two leading business schools (Harvard University and the International Institute for Management Development), which have long been at the forefront of developing field-based case studies that illustrate important management problems and decision-making. | | Class number: | 658.80094 | | Contents note: | Part I The Marketing Mix
Section I
1. The Skisailor; 2. Gallo Rice; 3. Heineken NV: Buckler Nonalcoholic Beer
Section II Communication Policy
4. Club Med Espana; 5. British Airways; 6. Maison Bouygues; 7. Mediquip, SA
Section III Pricing Policy
8. DHL Worldwide Express; 9. Pharma Swede: Gastirup; 10. Warner-Lambert Ireland: Niconil
Section IV: Product Policy
11. Nestle Italy; 12. Nissan Motor Co., Ltd: Marketing Strategy for the European Market; 13. McDonald's: The Greening of the Golden Arches
Section V: Distribution Policy
14. Jiffy: Managing for Customer Orientation; 15. Biokit SA; 16. David Del Curto SA
Part II The Marketing Process
Section VI: Marketing Orientation
17. SKF Bearings - Market Orientation through Services: Restructuring the Before and After Market; 18. Scandinavian Airlines System (SAS) Revisited (A): Customer Relationships through Services in the 80s; 19. Scandinavian Airlines System (SAS) Revisited (B): Customer Relationships through Services in the 90s
Section VII Marketing Strategy Formulation
20. Giovanni Buton: International Marketing Strategy; 21. Nokia-Mobira Oy: Mobile Telecommunications in Europe; 22. Nokia Data; 23. CIGNA Worldwide
Section VIII Marketing Organization and Implementation
24. Ciba-Geigy Allcomm - Making Internal Services Market Driven (A): Taking the Helm; 25. Ciba-Geigy Allcomm - Making Internal Services Market Driven (B): Setting Sail; 26. Alto Chemicals Europe (A); 27. Alto Chemicals Europe (B)
Part III Conclusion
28. The Cochlear Bionic Ear: Creating a High-Tech Market (A); 29. The Procter & Gamble Company: Lenor Refill Package |
Cases in European marketing mangement [printed text] / John A. Quelch, Author ; Kamran Kashani, Author ; Sandra Vandermerwe, Author . - Chicago, ILL. : Irwin, 1994 . - xiii, 525 p. : ill (b&w) ; 24 cm. ISBN : 978-0-256-15722-2 This book represents a collaboration between faculty at two leading business schools (Harvard University and the International Institute for Management Development), which have long been at the forefront of developing field-based case studies that illustrate important management problems and decision-making. | Class number: | 658.80094 | | Contents note: | Part I The Marketing Mix
Section I
1. The Skisailor; 2. Gallo Rice; 3. Heineken NV: Buckler Nonalcoholic Beer
Section II Communication Policy
4. Club Med Espana; 5. British Airways; 6. Maison Bouygues; 7. Mediquip, SA
Section III Pricing Policy
8. DHL Worldwide Express; 9. Pharma Swede: Gastirup; 10. Warner-Lambert Ireland: Niconil
Section IV: Product Policy
11. Nestle Italy; 12. Nissan Motor Co., Ltd: Marketing Strategy for the European Market; 13. McDonald's: The Greening of the Golden Arches
Section V: Distribution Policy
14. Jiffy: Managing for Customer Orientation; 15. Biokit SA; 16. David Del Curto SA
Part II The Marketing Process
Section VI: Marketing Orientation
17. SKF Bearings - Market Orientation through Services: Restructuring the Before and After Market; 18. Scandinavian Airlines System (SAS) Revisited (A): Customer Relationships through Services in the 80s; 19. Scandinavian Airlines System (SAS) Revisited (B): Customer Relationships through Services in the 90s
Section VII Marketing Strategy Formulation
20. Giovanni Buton: International Marketing Strategy; 21. Nokia-Mobira Oy: Mobile Telecommunications in Europe; 22. Nokia Data; 23. CIGNA Worldwide
Section VIII Marketing Organization and Implementation
24. Ciba-Geigy Allcomm - Making Internal Services Market Driven (A): Taking the Helm; 25. Ciba-Geigy Allcomm - Making Internal Services Market Driven (B): Setting Sail; 26. Alto Chemicals Europe (A); 27. Alto Chemicals Europe (B)
Part III Conclusion
28. The Cochlear Bionic Ear: Creating a High-Tech Market (A); 29. The Procter & Gamble Company: Lenor Refill Package |
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Cases in European marketing mangement
