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European casebook on principles of marketing / edited by Jim Saker and Gareth Smith.

Contributor(s): Smith, Gareth | Saker, JimMaterial type: TextTextPublication details: Hemel Hempstead : Prentice Hall Europe, 1997. ISBN: 0132276534DDC classification: 658.8
Contents:
Series Editorial / Paul Stonham -- Using Marketing Cases -- 1. Polo Mints / Gareth Smith and John Saunders -- 2. Virgin Atlantic Airways: Ten Years After / Pantea Denoyelle -- 3. Midelectric Ltd: A Market Electrified / Timo Ranta -- 4. Project Gemini / Margaret Bruce and Barny Morris -- 5. Victoria Fruit: Going Bananas? / Ilya Girson and Vitaly Cherenkov -- 6. Nivea Sun / Sabine Kuester, Bruce Hardie and Patrick Barwise -- 7. GEDAS Ltd / Mike Elsas, Walter van Waterschoot and Liesbeth Wuyts -- 8. Marks & Spencer / Maureen Whitehead -- 9. ABB Transportation Ltd: Waiting for a Train / Richard Blundel -- 10. Sport-Trax Ltd / Gareth Smith -- 11. Guinness Peat Aviation: The Global Flotation that Failed / Brenda Cullen -- 12. Gatorade / Tiziano Vescovi -- 13. Magnum / Frans A. Kense -- 14. IKEA / Maureen Whitehead -- 15. Carlsberg Ice Beer / Ian Wilson.
Summary: Includes current material on events and issues of importance to European corporations and managers. This casebook provides practising managers with insights into the marketing activities of some key European companies, covering the major field of interest in marketing.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Two Week Loan Two Week Loan de Havilland Learning Resources Centre
Main Shelves 		658.8 EUR (Browse shelf(Opens below)) Available 4403775040
Total holds: 0

Enhanced descriptions from Syndetics:

Series Editorial / Paul Stonham -- Using Marketing Cases -- 1. Polo Mints / Gareth Smith and John Saunders -- 2. Virgin Atlantic Airways: Ten Years After / Pantea Denoyelle -- 3. Midelectric Ltd: A Market Electrified / Timo Ranta -- 4. Project Gemini / Margaret Bruce and Barny Morris -- 5. Victoria Fruit: Going Bananas? / Ilya Girson and Vitaly Cherenkov -- 6. Nivea Sun / Sabine Kuester, Bruce Hardie and Patrick Barwise -- 7. GEDAS Ltd / Mike Elsas, Walter van Waterschoot and Liesbeth Wuyts -- 8. Marks & Spencer / Maureen Whitehead -- 9. ABB Transportation Ltd: Waiting for a Train / Richard Blundel -- 10. Sport-Trax Ltd / Gareth Smith -- 11. Guinness Peat Aviation: The Global Flotation that Failed / Brenda Cullen -- 12. Gatorade / Tiziano Vescovi -- 13. Magnum / Frans A. Kense -- 14. IKEA / Maureen Whitehead -- 15. Carlsberg Ice Beer / Ian Wilson.

Includes current material on events and issues of importance to European corporations and managers. This casebook provides practising managers with insights into the marketing activities of some key European companies, covering the major field of interest in marketing.

postgraduate research/professional.

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