This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers.Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.
Introduction - Hanne Hartvig Larsen Illy in Germany - Pamela Adams Renewal of Distribution Agreements Norsk Hydro Fertilizers in the United States - Bjarne Bakka Entering a Highly Competitive Market Case A: 1970-75 Case B: 1980-95 MediaMarkt - Christian Belz, Thomas Rudolph and Hermann Schindler The Price-Active Market Entry into Switzerland Mobile Telephone Network Operators - Per Andersson, Staffan Hult[ac]en and Bengt G M[um]olleryd Adapting to Rapid Changes in the Market WILO GmbH - Axel Faix, Susanne Schwamborn-Epple and Richard K[um]ohler Dealing with a Subsidiary in Crisis Collective de l'Or - Bernard Dubois Evaluating an Advertising Campaign Honeywell in Saint-Petersburg - Jean-Jacques Lambin and Inge Vanfraechem Establishing a Market Strategy International Tourism Marketing - Josef A Mazanec A Multifactor Portfolio Model Guardian Properties - Celia Phillips The Management of a Local and International Shopping Centre Godiva Europe - Jean-Jacques Lambin The Standardization versus Customization Dilemma Saatchi & Saatchi Worldwide - Ron J H Meyer and Ad Th Pruyn Does a 'Global Marketing' Concept Make Sense?
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