Understanding marketing : a European casebook / by Celia Phillips, Ad Pruyn, Marie-Paule Kestemont.

Includes bibliographical references and index.

The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson & B. Molleryd). Ways of Applying Segmentation Strategies: Recession in the Hungarian Beer Market (J. Beracs). MD Foods Amba: A New World of Sales and Marketing (M. Bjerre). Developing an International Communication Strategy for a Brand: The NIVEA Case (M. Brenneiser & R. Kohler). MCC: An Innovative Distribution Strategy for an Innovative Product (A. Busch & J. Muhlmeyer). The Mixed Blessings of the Euro (Y. van Everdingen & A. Pruyn). Integrating Brand Strategies after an Acquisition: Schwarzkopf & Henkel Cosmetics (A. Faix, et al.). Perrier: The Benzene Crisis (J. Franch & J. Montana). Coca--Cola: Market Launch of a New "Green" Packaging System (F. Habann, et al.). The Ullman Chair: Potential for Success? (S. Hulten). The Fair Trade and "Made in Dignity" Labels (M.--P. Kestemont & V. Swaen). Petrobank: A New Competitor in the Market Place? (R. Kozielski). Rocking the Boat at MTV: Dealing with Market Fragmentation (R. Meyer & A. Pruyn). Czech Beer Goes Worldwide (J. Nagyova & H. Machkova). Alcopops: Triumph or Disaster? (C. Phillips). Kruszgeo: Who are its Customers? (K. Przybylowski). ZTM: A Public Transportation System (K. Przybylowski). NIVEA: Brand Transfer for Continuous and Innovative Product Maintenance (A. Roosdorp). Cumulus: The Development of a Loyalty Card Scheme (T. Rudolph & A. Busch). Customer Satisfaction in Emergency Ambulance Services: A Case for Empirical Research (R. Sinkovics & B. Stottinger). Index of Keywords by Case Number.

Marketing is a social and managerial process. Both individuals and groups obtain what they need and want by creating and exchanging products and value with others. This collection of case studies covers the key aspects of this field.