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Diversity in European Marketing: Text and Cases

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Kataloginformation
Feldname	Details
Vorliegende Sprache	eng
Hinweise auf parallele Ausgaben	358655080 Buchausg. u.d.T.: ‡Diversity in European marketing
ISBN	978-3-8349-1420-0
Name	Rudolph, Thomas
Name	Schlegelmilch, Bodo B.
ANZEIGE DER KETTE	Schlegelmilch, Bodo B.
Name	Bauer, András
	Franch, Josep
	Meise, Jan Niklas
T I T E L	Diversity in European Marketing
Zusatz zum Titel	Text and Cases
Verlagsort	Wiesbaden
Verlag	Gabler Verlag
Erscheinungsjahr	2012
Erscheinungsjahr	2012
Umfang	Online-Ressource (XII, 264p. 62 illus, digital)
Reihe	SpringerLink. Bücher
Notiz / Fußnoten	Description based upon print version of record
Weiterer Inhalt	""Preface""; ""Contents""; ""Part 1 Targeting Diverse Demographics and Managing Structural Diversity in Europe""; ""1 Migration and Minorities in Europe""; ""1.1 Background""; ""1.2 Global Overview""; ""1.3 European Overview""; ""1.4 Acculturation Process and Ethnic Marketing""; ""1.4.1 The Consumer Perspective""; ""1.4.2 The Corporate Perspective""; ""1.5 Challenges Facing Marketers""; ""1.6 Case Study: Bankamiz""; ""1.6.1 Targeting Immigrants in Financial Services and the Banking Industry""; ""1.6.2 Bankamiz: A new division of Deutsche Bank for Turkish immigrants""; ""Student Assignments"". ""1.7 Case Study: KFC in France""""1.7.1 KFC? Company Development""; ""1.7.2 KFC expansion and KFC France""; ""1.7.3 Muslim Religion""; ""1.7.4 The Muslim Consumer""; ""Student Assignments""; ""Additional Readings""; ""References""; ""2 Fighting social isolation through a user-friendly mobile phone: Bazile Telecom""; ""2.1 Introduction""; ""2.2 Ageing consumers in Europe""; ""2.3 Bazile Telecom: A start-up in user-friendly mobile phone and service""; ""Student Assignments""; ""Additional Readings""; ""References""; ""3 Changing Media Regulation in Europe: VIASAT3 in Hungary"". ""3.1 Background""""3.2 Main features of the European television scene and common European television regulation""; ""3.3 The Hungarian Television Scene at the Millennium""; ""3.4 The Launch of Viasat3 and its Positioning""; ""3.5 Regulatory burdens on regional and national television channels registered in Hungary""; ""3.6 The growth of Viasat3""; ""3.7 Business as usual: from Conflict to Conflict""; ""3.8 What went wrong? Questions for the Management""; ""Student Assignments""; ""References""; ""4 Managing early and mature markets in Europe: The UniCredit Group""; ""4.1 Banking in Europe"". ""4.2 Received Theory and Empirical Insights""""4.3 The UniCredit Group""; ""Student Assignments""; ""References""; ""Part 2 Acknowledging and Managing Diversity in Consumer Behavior in Europe""; ""5 Nostalgic Branding in Central Europe""; ""5.1 Background""; ""5.2 The Concepts of Nostalgia and Retro Branding""; ""5.3 Branding in Central Europe""; ""5.4 Changes of Consumers? Attitudes towards Local Brands""; ""5.5 Kofola as an Example of a Revived Brand""; ""Student Assignments""; ""Additional Readings""; ""References""; ""6 Diversity in European Retailing"". ""6.1 European Retail Diversity""""6.2 Introduction to Retail Strategy""; ""6.3 Internationalization Strategies in Retailing""; ""6.4 More with Less? The Aldi Approach to European Retailing""; ""6.4.1 Introduction""; ""6.4.2 Consistently Simple? The Aldi Business Model""; ""6.4.3 Taking Aldi Abroad? Adapting a Standardized System to Local Needs""; ""6.4.4 From Cheap and Commonplace to Chic and Convenient: Aldi in the United Kingdom""; ""Student Assignments""; ""Additional Readings""; ""References""; ""7 Private Label Strategies in Europe""; ""7.1 Private Label Evolution in Europe"". ""7.2 Private Labels at Delhaize, Belgium""
Titelhinweis	Buchausg. u.d.T.: ‡Diversity in European marketing
ISBN	ISBN 978-3-8349-6976-7
Klassifikation	KJSM
	KJS
	BUS043000
	658.8
	658.049
	HF5410-5417.5
	QP 600
Kurzbeschreibung	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. Contents Diverse Demographics and Structural Diversity Diversity in Consumer Behavior in Europe Diverse Marketing Environments and Diversity Management Target Groups Bachelor and Master students wanting to pursue a career in marketing and related domains, Managers involved in diverse marketing issues (such as product and brand managers, retail category managers, supply chain managers or communication and public relation experts). About CEMS CEMS (Community of European Management Schools) is a strategic alliance of leading business schools and multinational companies. Its mission is to set a global standard of excellence in education
1. Schlagwortkette	Europa
	Marketingmanagement
	Vielfalt
	Verbraucher
	Strukturanpassung
	Aufsatzsammlung
1. Schlagwortkette ANZEIGE DER KETTE	Europa -- Marketingmanagement -- Vielfalt -- Verbraucher -- Strukturanpassung -- Aufsatzsammlung
2. Schlagwortkette	Europa
2. Schlagwortkette	Marketing
ANZEIGE DER KETTE	Europa -- Marketing
3. Schlagwortkette	Europa
3. Schlagwortkette	Marketing
ANZEIGE DER KETTE	Europa -- Marketing
SWB-Titel-Idn	363409890
Signatur	Springer E-Book
Bemerkungen	Elektronischer Volltext - Campuslizenz
Elektronische Adresse	$uhttp://dx.doi.org/10.1007/978-3-8349-6976-7
Internetseite / Link	Volltext
Siehe auch	Inhaltsverzeichnis
Siehe auch	Inhaltstext
Siehe auch	Volltext
Siehe auch	Cover

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