Worldwide Casebook in Marketing Management

Business & Finance, Marketing & Sales, International, Consumer Behaviour

• Author: Luiz Moutinho
• ISBN: 9789814689625
• Publisher: World Scientific Publishing Company
• Publication: February 29, 2016
• Imprint: WSPC
• Language: English

Worldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array of decision-making areas and many different industries ranging from computers, petrol retailing and electronic gaming to drinks, fashion, airlines and mobile communication. The worldwide cases are all related to many well-known brands and corporations like British Airways, Red Bull, Nintendo, Google, Microsoft, Cacharel, etc.

Contents:

• Introduction to Case Analysis

• Consumer Behaviour:

  • San Pellegrino (Italy)
  • Nintendo Wii (Japan)
  • Zara (Spain)

• Branding:

  • Lenovo (China)
  • Red Bull (Austria)
  • SingTel (Singapore)

• Marketing Communication:

  • Foster's (Australia)
  • Google (The US)
  • Walkers (The UK)
  • TAG Heuer (Switzerland)
  • Cirque du Soleil (Canada)

• Retailing:

  • Currys (The UK)
  • Cold Storage (Singapore)

• Marketing Programming:

  • Microsoft (The US)
  • National Australia Bank (Australia)
  • Acer (Taiwan)
  • Kerry (Ireland)
  • Siemens (Germany)
  • ING (Holland)
  • Electrolux (Sweden)

• Strategic and Global Marketing:

  • British Airways (The UK)
  • Grundfos (Denmark)
  • Petrobras (Brazil)
  • Accor (France)

Readership: Graduate students and researchers who are interested in marketing management.
Key Features:

• Comprises of a large collection of case studies in marketing and management
• Covers many different industries, well-known brands and companies
• Offers studies on new trends and innovative marketing concepts