Cases in Marketing Ed. 1 / Stig HARTMANN / SAGE PUBLICATIONS (1997)  

Titre : Cases in Marketing Ed. 1 Type de document : e-book Auteurs : Stig HARTMANN Editeur : SAGE PUBLICATIONS Année de publication : 1997 ISBN/ISSN/EAN : 9780761955702 Note générale : copyrighted Langues : Anglais (eng) Résumé : This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers.     Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.   Together they offer a detailed insight into the practicalities of marketing across national borders and cultures. Nombre d'accès : Illimité En ligne : https://neoma-bs.idm.oclc.org/login?url=https://www.scholarvox.com/book/88869104 Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=486045