Marketing Management: An International Perspective ; Case Studies

by Kashani, Kamran; Turpin, Dominique

• ISBN13: 9780333750070
• ISBN10: 0333750071
• Format: Hardcover
• Copyright: 1999-06-01
• Publisher: Macmillan Pub Ltd

Summary

Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world. Including cases from America, Asia and Europe, this collection is a supplement to both marketing management or international marketing courses at both undergraduate and MBA level.
Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this text is a resource for students of business and marketing. Providing both text and cases, the book is supported by a Tutor's Guide, based on the authors' own teaching experience, which provides a roadmap and guidance on how to best use each case.

Table of Contents

List of Exhibits	p. vii
Case Writers and Associates	p. xiv
Preface	p. xv
Acknowledgements	p. xvii
Introduction to Marketing	p. 1
Introduction to Marketing	p. 3
The Job of the Marketing Manager	p. 3
The Marketing Mission	p. 3
Putting It All Together	p. 14
Cases in Section I	p. 15
Learning Points	p. 15
The Skisailer: Marketing a Young Investor's Dream	p. 17
Delissa in Japan	p. 35
Marketing Decisions: The Five 'PS'	p. 53
Introduction: The Five 'Ps'	p. 55
Segmentation and Positioning Decisions	p. 55
Product Management Decisions	p. 56
Pricing Decisions	p. 60
Distribution Decisions	p. 64
Communication Decisions	p. 68
Conclusions	p. 73
Learning Points	p. 73
Konica Corp.	p. 75
Kirin Brewery Co. Ltd (A)	p. 104
Daewoo Motor Company UK (A)	p. 134
Daewoo Motor Company UK (B)	p. 147
Interdrinks	p. 160
Salomon: The Monocoque Ski	p. 191
Hong Kong and Shenzhen Bank (A)	p. 216
Hong Kong and Shenzhen Bank (B)	p. 222
Hong Kong and Shenzhen Bank (C)	p. 225
Hong Kong and Shenzhen Bank (D)	p. 241
Hong Kong and Shenzhen Bank (E)	p. 245
Hong Kong and Shenzhen Bank (F)	p. 247
Computron Inc., 1994	p. 248
Pharma Swede: Gastirup	p. 256
Jordan A/S	p. 280
GPS One-hour Service (C): Moving Abroad	p. 298
Make Yourself Heard: Ericsson's Global Brand Campaign	p. 326
Mediquip S.A.	p. 345
International Marketing: Global Integration Strategy	p. 355
International Marketing: Global Integration and Strategy	p. 357
Forces	p. 359
PandG Goes Global	p. 361
Global Marketing: The Issues	p. 363
Global Strategy: A Framework for Analysis	p. 366
The Case of Integrated Solutions Inc.	p. 369
Cases in Section III	p. 370
Learning Points	p. 371
Libby's Beverages: Um Bongo Fruit Drink	p. 373
Hilti Corporation (A)	p. 411
Haaks Europe	p. 418
International Marketing: Strategy Implementation	p. 423
International Marketing: Strategy Implementation	p. 425
Chapter Coverage	p. 426
Structure	p. 426
Tasks	p. 431
Process	p. 433
Behavior	p. 435
Skills	p. 437
Cases in Strategy Implementation	p. 439
Learning Points	p. 440
Alto Chemicals Europe (A)	p. 441
Alto Chemicals Europe (B)	p. 453
Sony Europa (A)	p. 456
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