Understanding Marketing A European Casebook Understanding Marketing has been written by marketing lecturers drawn from leading universities and business schools throughout Europe. This collection of case studies covers a broad range of marketing issues, including: strategic marketing; new products; branding; marketing communication and promotion; business-to-business marketing; and product pricing and distribution. * Includes 20 cases written by lecturers from universities in 14 different European countries belonging to the CEMS network * The cases cover a wide range of products: brewing, soft drinks, mobile telephones, banking, textiles, skin products and office furniture being only a selection of the products included * The cases are of ideal length for a two-hour seminar or lecture discussion * Small and not-for-profit organizations are discussed as well as multinational organizations Suitable for undergraduate, MBA and other graduate-level courses in marketing, marketing management, international marketing and European marketing.

The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson & B. Mölleryd).Ways of Applying Segmentation Strategies: Recession in the Hungarian Beer Market (J. Berács).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. Köhler).MCC: An Innovative Distribution Strategy for an Innovative Product (A. Busch & J. Mühlmeyer).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. Montaña).Coca-Cola: Market Launch of a New "Green" Packaging System (F. Habann, et al.).The Ullman Chair: Potential for Success? (S. Hultén).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. Stöttinger).Index of Keywords by Case Number.