• 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.

Collective de l'Or: Evaluating an Advertising Campaign
Collective de l'Or: Evaluating an advertising campaign

In May 1988, the French Association of Jewellers and Goldsmiths (Chambre Syndicale Nationale de 1a Bijouterie, de la Joaillerie et de I'Orfèvrerie, BJO) decided to conduct an audit of their collective communication campaigns for gold jewellery, with a view to deciding whether or not the Association should continue to finance such campaigns. Mr Berbois, an independent consultant in ...

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