Understanding marketing. A European casebook

Book abstract:

'Understanding marketing. A European casebook' is the third book of practical case studies produced by the Community of European Management Schools (CEMS) Inter-faculty Group on Marketing. The book is a collection of short marketing cases designed for use in multi-cultural environments, and gives some 'feel' of the directions being taken by European marketing. Each of the twenty cases has an introduction written by Celia Phillips, and all are recent and some current. They were written by lecturers from universities in 14 different European countries belonging to the CEMS network. The cases are designed to be used in the classroom on the spot rather than involving students in extensive preparatory work, and are of ideal length for a two-hour seminar or lecture discussion.

The cases are 1. The mobile telephone supplier: choosing a channel entry strategy; 2. Ways of applying segmentation strategies: recession in the Hungarian beer market; 3. MD Foods amba: a new world of sales and marketing; 4. Developing an international communication strategy for a brand: the NIVEA case; 5. MCC: an innovative distribution strategy for an innovative product; 6. The mixed blessings of the euro; 7. Integrating brand strategies after an acquisition: Schwarzkopf & Henkel cosmetics; 8. Perrier: the benzene crisis; 9. Coca-cola: market launch of a new 'green' packaging system; 10. The Ullman chair: potential for success?; 11. The Fair Trade and 'Made in Dignity' labels; 12. Petrobank: a new competitor in the market place?; 13. Rocking the boat at MTV: dealing with market fragmentation; 14. Czech beer goes worldwide; 15. Alcopops: triumph or disaster; 16. Kruszgeo: who are its customers?; 17. ZTM: a public transportation system; 18. NIVEA: brand transfer for continuous and innovative product maintenance; 19. Cumulus: the development of a loyalty card scheme; 20. Customer satisfaction in emergency ambulance services: a case for empirical research.

This book is suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.

Celia Phillips is Senior Tutor at the Interdisciplinary Institute of Management at the London School of Economics and is a Social Statistician.

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