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999			_c3063 _d3063
001			11847464
005			20210325161142.0
008			991122s2000 enka b 001 0 eng d
020			_a047186093X
040			_aEG-NcFUE _cDLC _dDLC _erda
043			_ae------
082	0	0	_a658.80094 _221 _bP.C.U
100	1		_aPhillips, Celia M. _912320 _eauthor
245	1	0	_aUnderstanding marketing : _ba European casebook / _cby Celia Phillips, Ad Pruyn, Marie-Paule Kestemont.
264		1	_aChichester ; _aNew York : _bWiley, _c[2000]
264		4	_a©2000.
300			_axviii, 214 pages : _billustrations ; _c23 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references and index.
505	0		_aThe 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.
520			_aMarketing 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.
650		0	_aMarketing _zEurope _vCase studies. _912321
650		0	_aExport marketing _zEurope _vCase studies. _912322
700	1		_aPruyn, Ad. _912323 _ejoint author
700	1		_aKestemont, Marie-Paule. _912324 _ejoint author
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/bios/wiley043/99059517.html
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/description/wiley035/99059517.html
856	4		_3Table of Contents _uhttp://www.loc.gov/catdir/toc/onix06/99059517.html
906			_a7 _bcbc _corignew _d1 _eocip _f19 _gy-gencatlg
942			_2ddc _cBK