Diversity in European marketing [electronic resource] : text and cases / Thomas Rudolph [and others] (eds.)
Annotation
Saved in:
| Online Access: |
Full Text (via Springer) |
|---|---|
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Wiesbaden :
Springer Gabler,
©2012.
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| Subjects: |
MARC
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| 245 | 0 | 0 | |a Diversity in European marketing |h [electronic resource] : |b text and cases / |c Thomas Rudolph [and others] (eds.) |
| 260 | |a Wiesbaden : |b Springer Gabler, |c ©2012. | ||
| 300 | |a 1 online resource (276 pages) | ||
| 336 | |a text |b txt |2 rdacontent. | ||
| 337 | |a computer |b c |2 rdamedia. | ||
| 338 | |a online resource |b cr |2 rdacarrier. | ||
| 504 | |a Includes bibliographical references. | ||
| 505 | 0 | 0 | |g Part 1. |t Targeting Diverse Demographics and Managing Structural Diversity in Europe / |r Migration and Minorities in Europe / |r Josep Franch, Verena Gruber and Matthew Hawkins -- |t Fighting social isolation through a user-friendly mobile phone: Bazile Telecom / |r Raphaëlle Lambert-Pandraud and Yves Morel -- |t Changing Media Regulation in Europe: VIASAT3 in Hungary / |r Mihály Gálik -- |t Managing early and mature markets in Europe: The UniCredit Group / |r András Bauer |g Part 2. |t Acknowledging and Managing Diversity in Consumer Behavior in Europe / |r Nostalgic Branding in Central Europe / |r Petr Král -- |t Diversity in European Retailing / |r Thomas Rudolph and Jan Niklas Meise -- |t Private Label Strategies in Europe / |r Isabelle Schuiling and Renaud Cogels -- |t The Consumer as a Co-Producer and Prosumer: Convenience Food Marketing / |r Sigurd V. Troye, Magne Supphellen and Alexander Jakubanecs -- |g Part 3. |t Responding to Diverse Marketing Environments and Managing Diversity in Europe / |r How companies organize their European Business: The Role of Regional Headquarters / |r Bodo B. Schlegelmilch and Björn Ambos -- |t Managing consumer's experiences: Design as a solution for transformation / |r Tore Kristensen and Dóra Horváth -- |t European Market Entry -- The Case of DeLaval / |r Henrik Glimstedt -- |t Growing with the Wind: The Case of Vestas / |r Rolf Wüstenhagen. |
| 520 | 8 | |a Annotation |b This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner. | |
| 650 | 0 | |a Marketing |z Europe. | |
| 650 | 0 | |a Marketing |z Europe |v Case studies. | |
| 650 | 7 | |a Marketing. |2 fast |0 (OCoLC)fst01010167. | |
| 651 | 7 | |a Europe. |2 fast |0 (OCoLC)fst01245064. | |
| 655 | 7 | |a Case studies. |2 fast |0 (OCoLC)fst01423765. | |
| 700 | 1 | |a Rudolph, Thomas. |0 http://id.loc.gov/authorities/names/n93093505 |1 http://isni.org/isni/0000000030745557. | |
| 776 | 0 | 8 | |i Print version: |a Rudolph, Thomas. |t Diversity in European Marketing : Text and Cases. |d Dordrecht : Springer, ©2012 |z 9783834914200. |
| 856 | 4 | 0 | |u https://colorado.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-8349-6976-7 |z Full Text (via Springer) |
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| 956 | |b Springer Nature - Springer Business and Economics eBooks 2012 English International | ||
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| 956 | |a Springer e-books | ||
| 956 | |b Springer Nature - Springer Business and Economics eBooks 2012 English International | ||
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| 952 | f | f | |p Can circulate |a University of Colorado Boulder |b Online |c Online |d Online |e HF5415.12.E8 D58 2012 |h Library of Congress classification |i Ebooks, Prospector |n 1 |