Routledge – 2011 – 584 pages
The case study method has been one of the most effective teaching tools in business management education. Marketing Management: Worldwide Cases is one of the first books to use this method to provide a truly global perspective on the different realities of marketing management in a range of environments.
This book provides a wide coverage of analytical discussions in areas such as branding, retailing, strategic marketing, marketing programming and innovation in marketing. The case studies presented range from fashion to petroleum pumps, snacks to electronics and computers and focus on some very well known companies including: Google, Microsoft, Sony, Red Bull, Cacharel, Zara and ING.
With a logically structured approach to case analysis and questions for review, this casebook will be engaging reading for all students of marketing and international business and will help to bridge the gap between academia and the real business world.
Introduction to Case Analysis Part 1: Consumer Behaviour 1. San Pellegrino (Italy) 2. Nintendo (Japan) 3. Zara (Spain) Part 2: Branding 4. Lenovo (China) 5. Red Bull (Austria) 6. Singtel (Singapore) Part 3: Marketing Communication 7. Fosters (Australia) 8. Google (USA) 9. Tag-Heuer (Switzerland) 10. Cirque du Soleil (Canada) 11. Labatt (Canada) Part 4: Retailing 12. Currys (UK) 13. Cold Storage (Singapore) Part 5: Marketing Programming 14. Microsoft (USA) 15. National Australia Bank (Australia) 16. Acer (Taiwan) 17. Kerry (Ireland) 18. Siemens (Germany) 19. ING (The Netherlands) 20. Electrolux (Sweden) Part 6: Strategic and Global Marketing 21. British Airways (UK) 22. Grundfos (Denmark) 23. Petrobras (Brazil) 24. Accor (France)
Luiz Moutinho is Professor of Marketing at the University of Glasgow, UK and is visiting professor at many universities in Portugal, Hungary and Taiwan