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The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson B. Molleryd).
Ways of Applying Segmentation Strategies: Recession in the Hungarian Beer Market (J. Beracs).
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. Kohler).
MCC: An Innovative Distribution Strategy for an Innovative Product (A. Busch J. Muhlmeyer).
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. Montana).
Coca-Cola: Market Launch of a New "Green" Packaging System (F. Habann, et al.).
The Ullman Chair: Potential for Success? (S. Hulten).
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. Boosdorp).
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. Stottinger).
Index of Keywords by Case Number.
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Chris Garcia
reviewed Understanding Marketing on September 29, 2014
Understanding Marketing
I also had to read this book as my professor, Dr. Dinan, was rewriting it, or should I updating it. The Lisbon Treaty had just been put into place in the European Union States and he had to explain what changes were made. This book more about the history and governmental structure of the EU. Once one reads the book, the EU is definitely clear as to why everything is done the way it is today. It is a very complicated subjected I must. Yet very intriguing.
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