Marketing Management: An International Perspective ; Case Studies,9780333750070

Marketing Management: An International Perspective ; Case Studies

by ;
ISBN13: 9780333750070
ISBN10: 0333750071
Format: Hardcover
Pub. Date: 1999-06-01
Publisher(s): Macmillan Pub Ltd
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Summary

Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world. Including cases from America, Asia and Europe, this collection is a supplement to both marketing management or international marketing courses at both undergraduate and MBA level.
Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this text is a resource for students of business and marketing. Providing both text and cases, the book is supported by a Tutor's Guide, based on the authors' own teaching experience, which provides a roadmap and guidance on how to best use each case.

Table of Contents

List of Exhibitsp. vii
Case Writers and Associatesp. xiv
Prefacep. xv
Acknowledgementsp. xvii
Introduction to Marketingp. 1
Introduction to Marketingp. 3
The Job of the Marketing Managerp. 3
The Marketing Missionp. 3
Putting It All Togetherp. 14
Cases in Section Ip. 15
Learning Pointsp. 15
The Skisailer: Marketing a Young Investor's Dreamp. 17
Delissa in Japanp. 35
Marketing Decisions: The Five 'PS'p. 53
Introduction: The Five 'Ps'p. 55
Segmentation and Positioning Decisionsp. 55
Product Management Decisionsp. 56
Pricing Decisionsp. 60
Distribution Decisionsp. 64
Communication Decisionsp. 68
Conclusionsp. 73
Learning Pointsp. 73
Konica Corp.p. 75
Kirin Brewery Co. Ltd (A)p. 104
Daewoo Motor Company UK (A)p. 134
Daewoo Motor Company UK (B)p. 147
Interdrinksp. 160
Salomon: The Monocoque Skip. 191
Hong Kong and Shenzhen Bank (A)p. 216
Hong Kong and Shenzhen Bank (B)p. 222
Hong Kong and Shenzhen Bank (C)p. 225
Hong Kong and Shenzhen Bank (D)p. 241
Hong Kong and Shenzhen Bank (E)p. 245
Hong Kong and Shenzhen Bank (F)p. 247
Computron Inc., 1994p. 248
Pharma Swede: Gastirupp. 256
Jordan A/Sp. 280
GPS One-hour Service (C): Moving Abroadp. 298
Make Yourself Heard: Ericsson's Global Brand Campaignp. 326
Mediquip S.A.p. 345
International Marketing: Global Integration Strategyp. 355
International Marketing: Global Integration and Strategyp. 357
Forcesp. 359
PandG Goes Globalp. 361
Global Marketing: The Issuesp. 363
Global Strategy: A Framework for Analysisp. 366
The Case of Integrated Solutions Inc.p. 369
Cases in Section IIIp. 370
Learning Pointsp. 371
Libby's Beverages: Um Bongo Fruit Drinkp. 373
Hilti Corporation (A)p. 411
Haaks Europep. 418
International Marketing: Strategy Implementationp. 423
International Marketing: Strategy Implementationp. 425
Chapter Coveragep. 426
Structurep. 426
Tasksp. 431
Processp. 433
Behaviorp. 435
Skillsp. 437
Cases in Strategy Implementationp. 439
Learning Pointsp. 440
Alto Chemicals Europe (A)p. 441
Alto Chemicals Europe (B)p. 453
Sony Europa (A)p. 456
Table of Contents provided by Syndetics. All Rights Reserved.

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