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Diversity in European Marketing

Text and Cases

  • Textbook
  • © 2012

Overview

Editors:
  1. Thomas Rudolph

    1. St. Gallen, Switzerland

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  2. Bodo B. Schlegelmilch

    1. , Int. Marketing Management, WU Wien, Wien, Austria

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  3. András Bauer

    1. Corvinus University of Budapest, Budapest, Hungary

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  4. Josep Franch

    1. Business School, ESADE, Barcelona, Spain

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  5. Jan Niklas Meise

    1. University of St. Gallen, St. Gallen, Switzerland

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  • Case studies and insights on the European marketing and management of companies
  • Written by expert academics of leading management schools in Europe

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Table of contents (12 chapters)

  1. Front Matter

    Pages 1-1
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  2. Targeting Diverse Demographics and Managing Structural Diversity in Europe

    1. Front Matter

      Pages 13-13
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    2. Migration and Minorities in Europe

      • Josep Franch, Verena Gruber, Matthew Hawkins
      Pages 15-55

    3. Fighting social isolation through a user-friendly mobile phone: Bazile Telecom

      • Raphaëlle Lambert-Pandraud, Yves Morel
      Pages 57-75

    4. Changing Media Regulation in Europe: VIASAT3 in Hungary

      • Mihály Gálik
      Pages 77-92

    5. Managing early and mature markets in Europe: The UniCredit Group

      • András Bauer
      Pages 93-110

  3. Acknowledging and Managing Diversity in Consumer Behavior in Europe

    1. Front Matter

      Pages 111-111
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    2. Nostalgic Branding in Central Europe

      • Petr Král
      Pages 113-130

    3. Diversity in European Retailing

      • Thomas Rudolph, Jan Niklas Meise
      Pages 131-154

    4. Private Label Strategies in Europe

      • Isabelle Schuiling, Renaud Cogels
      Pages 155-177

    5. The Consumer as a Co-Producer and Prosumer: Convenience Food Marketing

      • Sigurd V. Troye, Magne Supphellen, Alexander Jakubanecs
      Pages 179-192

  4. Responding to Diverse Marketing Environments and Managing Diversity in Europe

    1. Front Matter

      Pages 193-193
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    2. How companies organize their European Business: The Role of Regional Headquarters

      • Bodo B. Schlegelmilch, Björn Ambos
      Pages 195-218

    3. Managing consumer’s experiences: Design as a solution for transformation

      • Tore Kristensen, Dóra Horváth
      Pages 219-233

    4. European Market Entry – The Case of DeLaval

      • Henrik Glimstedt
      Pages 235-252

    5. Growing with the Wind: The Case of Vestas

      • Rolf Wüstenhagen
      Pages 253-272

  5. Back Matter

    Pages 17-17
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Keywords

About this book

Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student assignments further provide educators, who want to take a European perspective in their teaching, with probing discussion material and encourage readers to think ahead. All cases are written by expert academics of leading management schools in Europe, establishing diversity in culture and approaches. The topics are accordingly as diverse as its contributors and include case studies and insights on the European marketing and management of companies such as Aldi, Delhaize, DeLaval, Deutsche Bank, KFC, Kofola, Puma, and Vestas Wind Systems, among others.

Editors and Affiliations

  • St. Gallen, Switzerland

    Thomas Rudolph

  • , Int. Marketing Management, WU Wien, Wien, Austria

    Bodo B. Schlegelmilch

  • Corvinus University of Budapest, Budapest, Hungary

    András Bauer

  • Business School, ESADE, Barcelona, Spain

    Josep Franch

  • University of St. Gallen, St. Gallen, Switzerland

    Jan Niklas Meise

About the editors

Thomas Rudolph is director of the Institute of Retail Management at the University of St. Gallen, Switzerland, and holds the Gottlieb-Duttweiler Chair of International Retail Management.
Bodo B. Schlegelmilch is dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna University of Economics and Business in Austria.
Josep Franch is an associate professor in Marketing at ESADE Business School in Barcelona (Spain), where he is also the director of the MSc programs in Management and the academic director for the CEMS Master in International Management.
András Bauer is professor of Marketing and department head at Corvinus University of Budapest in Hungary.
Jan Niklas Meise completed his PhD at the Institute of Retail Management at the University of St. Gallen in Switzerland.

Bibliographic Information

  • Book Title: Diversity in European Marketing

  • Book Subtitle: Text and Cases

  • Editors: Thomas Rudolph, Bodo B. Schlegelmilch, András Bauer, Josep Franch, Jan Niklas Meise

  • DOI: https://doi.org/10.1007/978-3-8349-6976-7

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden 2012

  • Softcover ISBN: 978-3-8349-1420-0Published: 14 March 2012

  • eBook ISBN: 978-3-8349-6976-7Published: 09 March 2012

  • Edition Number: 1

  • Number of Pages: XII, 264

  • Number of Illustrations: 62 b/w illustrations

  • Topics: Marketing

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