Cases in Marketing

Introduction/Illy in Germany/Renewal of Distribution Agreements/Norsk Hydro Fertilizers in the United States/Entering a Highly Competitive Market/Case A: 1970-75/Case B: 1980-95/MediaMarkt/The Price-Active Market Entry into Switzerland/Mobile Telephone Network Operators/Adapting to Rapid Changes in the Market/WILO GmbH/Dealing with a Subsidiary in Crisis/Collective de l'Or/Evaluating an Advertising Campaign/Honeywell in Saint-Petersburg/Establishing a Market Strategy/International Tourism Marketing/A Multifactor Portfolio Model/Guardian Properties/The Management of a Local and International Shopping Centre/Godiva Europe/The Standardization versus Customization Dilemma/Saatchi & Saatchi Worldwide/Does a `Global Marketing' Concept Make Sense?