Worldwide_Casebook.pdf - Worldwide Casebook in Marketing Management 9640hc_9789814689601_tp.indd 1 8:45 AM May 2 2013 14:6 BC 8831 Probability and

Worldwide_Casebook.pdf - Worldwide Casebook in Marketing...

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Worldwide Casebook in Marketing Management
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Luiz Moutinho Dublin City University, Ireland Worldwide Casebook in Marketing Management NEW JERSEY LONDON SINGAPORE BEIJING SHANGHAI HONG KONG TAIPEI CHENNAI TOKYO World Scientific
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Published by World Scientific Publishing Co. Pte. Ltd. 5 Toh Tuck Link, Singapore 596224 USA office: 27 Warren Street, Suite 401-402, Hackensack, NJ 07601 UK office: 57 Shelton Street, Covent Garden, London WC2H 9HE Library of Congress Cataloging-in-Publication Data Names: Moutinho, Luiz. Title: Worldwide casebook in marketing management / Luiz Moutinho. Description: New Jersey : World Scientific, 2015. Identifiers: LCCN 2015030239| ISBN 9789814689601 (hc : alk. paper) Subjects: LCSH: Marketing--Management--Case studies. Classification: LCC HF5415.13 .M699 2015 | DDC 658.8--dc23 LC record available at British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. Copyright © 2016 by World Scientific Publishing Co. Pte. Ltd. All rights reserved. This book, or parts thereof, may not be reproduced in any form or by any means, electronic or mechanical, including photocopying, recording or any information storage and retrieval system now known or to be invented, without written permission from the publisher. For photocopying of material in this volume, please pay a copying fee through the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, USA. In this case permission to photocopy is not required from the publisher. In-house Editors: Alisha Nguyen/Dr. Sree Meenakshi Sajani Typeset by Stallion Press Email: [email protected] Printed in Singapore
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To Catriona
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vii Preface Over the years, most of the very useful academic books centred on case studies, have been focused on specific countries on world regions, which is a natural selection by their authors. This case study book is intended to break the mould and introduce a Worldwide Casebook in Marketing Management. This is a direct response to an increasing globally led economy. With the mobil- ity trends of talent, managers, technology, resources, materials, know-how, licensing, etc., as well as the changing competitive market structures, social values, consumer behaviour and many other macro factors in our disruptive environment, it made sense to launch a casebook like this. The book contains 23 cases reflect- ing many marketing management issues associated by majority of companies that are global players in their own industries. There are companies with the highest level of brand equity throughout the world — like, British Airways, Electrolux, Google, Microsoft, Nintendo, Tag Heuer, Foster’s, Acer, Zara, Accor, ING, Cirque du Soleil, Lenovo, San Pellegrino, Siemens and Red Bull, among others. I have used company and public data to develop the cast studies, and I have taken a different approach on the tackling of the case issues. Instead of trying to “guess” and come up with particular problem-solving approaches that can be tai-
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