• Summary
  • Contents

The rich collection of case studies in Cases in Marketing highlights key marketing issues in a context characterized by diversity of markets, competitors, and consumers. Some cases draw on students' ability to think synthetically in dealing with broader strategic issues such as global standardization versus customization, managing the globalization process, internationalization strategies, dealing with international market entrants, rapid change in industries due to global developments, and international marketing. Others draw on students' analytic skills in dealing with issues of a more tactical nature such as market and competitor analysis for international marketing strategy, the collection and use of data in market research, evaluating communication effectiveness, and multifactor portfolio analysis. Together they provide a detailed insight into the practice of marketing across national borders and cultures. This book is a valuable resource for all students of marketing, international marketing, and international business in the United States and Europe.

Introduction
Introduction
Hanne HartvigLarsen

A profound need of up-to-date relevant European cases to support courses in marketing is a fitting description of the origin of this case book. At every CEMS school, teachers in marketing felt that it became increasingly unacceptable to rely upon American cases with which few students can identify. The principal aim of the project undertaken by the CEMS Inter-faculty Group on Marketing was to produce a comprehensive collection of high-quality cases sufficiently diverse to support a wide range of marketing courses.

The book aims to show a ‘European’ marketing dimension. While it is impossible to define completely what we mean by ‘European’ marketing, we think it is typified by the idea of diverse markets and consumers. Our examples are also many and varied. They ...

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