Publisher's Synopsis
This major volume presents an invaluable set of case studies designed to highlight key marketing issues that face European organizations, including international companies based in Europe. It aims to meet the pressing need for high-quality, up-to-date case material on marketing in Europe. Both problem-oriented and student-oriented, the cases require participants to consider theme such as: reasons and strategies for `going international′; European and international branding, pricing and advertising; issues of international distribution; new product development and launch; developing pan-European marketing; and managing global brands in Europe Marketing in Europe forms an integral part of the CEMS Master degree, for which it was specifically developed. It will also be an essential resource for all students of marketing, international marketing and international business within, and outside, Europe.
