Cases in Marketing - European Management series (Paperback)Stig Hartmann (editor)
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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.
Publisher: SAGE Publications Inc
Number of pages: 224
Weight: 428 g
Dimensions: 234 x 156 x 15 mm
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