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Diversity in European Marketing

Text and Cases

Editors: Rudolph, Th., Schlegelmilch, B., Bauer, A., Franch, J., Meise, J.N. (Eds.)

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  • Specifics in European marketing

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About this Textbook

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.

About the authors

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.

Table of contents (12 chapters)

Table of contents (12 chapters)

Buy this book

eBook $59.99
price for USA in USD
  • ISBN 978-3-8349-6976-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $74.99
price for USA in USD
  • ISBN 978-3-8349-1420-0
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Diversity in European Marketing
Book Subtitle
Text and Cases
Editors
  • Thomas Rudolph
  • Bodo Schlegelmilch
  • Andras Bauer
  • Josep Franch
  • Jan Niklas Meise
Copyright
2012
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden
eBook ISBN
978-3-8349-6976-7
DOI
10.1007/978-3-8349-6976-7
Softcover ISBN
978-3-8349-1420-0
Edition Number
1
Number of Pages
XII, 264
Number of Illustrations
62 b/w illustrations
Topics

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