bokomslag Diversity in European Marketing

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264 sidor
2012

Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student assignments further provide educators, who want to take a European perspective in their teaching, with probing discussion material and encourage readers to think ahead. All cases are written by expert academics of leading management schools in Europe, establishing diversity in culture and approaches. The topics are accordingly as diverse as its contributors and include case studies and insights on the European marketing and management of companies such as Aldi, Delhaize, DeLaval, Deutsche Bank, KFC, Kofola, Puma, and Vestas Wind Systems, among others.

Författare: Thomas Rudolph, Bodo B Schlegelmilch, Andrs Bauer, Josep Franch, Jan Niklas Meise
Illustratör: 29 schwarz-weiße Tabellen 62 schwarz-weiße Abbildungen
Format: Pocket/Paperback
ISBN: 9783834914200
Språk: Engelska
Antal sidor: 264
Utgivningsdatum: 2012-03-14
Förlag: Gabler