ESCP Europe

Item type

Book

Language

anglais

Pages

xi, 270 p.

Publication year

1994

ISBN

0-415-08950-6

Content notes

PART ONE: GENERAL---- 1. Introduction ---- 2. How to tackle case-study analysis---- PART TWO: CASES---- 3. Harris Queensway: discounter supreme---- 4. Waterford Crystal: a brand for any occasion---- 5. Stepcan: competitive advantage through packaging---- 6. Electrolux: gearing for Whirpool's challenge---- 7. Stabburet: change and competition---- 8. Forte Hotels: branding in services---- 9. Lucas Aftermarket Operations: finding the customers---- 10. Heineken: global brands, global focus---- 11. Sketchley: more dry cleaning---- 12. TGI Friday's: themed restaurants compete---- 13. Kodak Norge: the search for information---- 14. JCB: the backhoe digger---- 15. ABN AMRO Bank: global strengths, regional necessities---- 16. Euro Disney: Disney into Europe---- 17. Chester Zoo: conservation cannot wait---- PART THREE: THEORY NOTES---- 18. Introduction to marketing---- 19. The marketing environment---- 20. Consumer and organisational buyer behaviour---- 21. Marketing research---- 22. Forecasting---- 23. Market segmentation, targeting, positioning---- 24. Competition---- 25. Products and product management---- 26. Distribution / marketing channels---- 27. Pricing---- 28. Marketing communications---- 29. Services marketing---- 30. Industrial marketing---- 31. Marketing planning---- 32. International marketing

""The Marketing Casebook" is specifically designed to cover the key concepts in marketing theory through a series of integrated case studies. By looking at the way marketing works in practice, the reader is drawn into the problems and questions that face marketers and managers in their everyday lives. "The Marketing Casebook" has been designed to be used as an all round resource to help develop the skills of the reader in discussions and examinations. The book is divided into two main part: 15 cases; detailed case study; a selection of key issues for analysis; references for the rest of the book; 15 theory notes; concentrated summary of key marketing principles; further reading. "The Marketing Casebook" also includes: a full glossary; a bibliography; and a section on "how to use cases." - from back cover.

PART ONE: GENERAL---- 1. Introduction ---- 2. How to tackle case-study analysis---- PART TWO: CASES---- 3. Harris Queensway: discounter supreme---- 4. Waterford Crystal: a brand for any occasion---- 5. Stepcan: competitive advantage through packaging---- 6. Electrolux: gearing for Whirpool's challenge---- 7. Stabburet: change and competition---- 8. Forte Hotels: branding in services---- 9. Lucas Aftermarket Operations: finding the customers---- 10. Heineken: global brands, global focus---- 11. Sketchley: more dry cleaning---- 12. TGI Friday's: themed restaurants compete---- 13. Kodak Norge: the search for information---- 14. JCB: the backhoe digger---- 15. ABN AMRO Bank: global strengths, regional necessities---- 16. Euro Disney: Disney into Europe---- 17. Chester Zoo: conservation cannot wait---- PART THREE: THEORY NOTES---- 18. Introduction to marketing---- 19. The marketing environment---- 20. Consumer and organisational buyer behaviour---- 21. Marketing research---- 22. Forecasting---- 23. Market segmentation, targeting, positioning---- 24. Competition---- 25. Products and product management---- 26. Distribution / marketing channels---- 27. Pricing---- 28. Marketing communications---- 29. Services marketing---- 30. Industrial marketing---- 31. Marketing planning---- 32. International marketing.