Understanding Marketing – A European Casebook

The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson & B. Mölleryd).
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<br /> Ways of Applying Segmentation Strategies: Recession in the Hungarian Beer Market (J. Ber&aacute;cs).
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<br /> MD Foods Amba: A New World of Sales and Marketing (M. Bjerre).
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<br /> Developing an International Communication Strategy for a Brand: The NIVEA Case (M. Brenneiser &amp; R. K&ouml;hler).
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<br /> MCC: An Innovative Distribution Strategy for an Innovative Product (A. Busch &amp; J. M&uuml;hlmeyer).
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<br /> The Mixed Blessings of the Euro (Y. van Everdingen &amp; A. Pruyn).
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<br /> Integrating Brand Strategies after an Acquisition: Schwarzkopf &amp; Henkel Cosmetics (A. Faix, et al.).
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<br /> Perrier: The Benzene Crisis (J. Franch &amp; J. Monta&ntilde;a).
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<br /> Coca–Cola: Market Launch of a New "Green" Packaging System (F. Habann, et al.).
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<br /> The Ullman Chair: Potential for Success? (S. Hult&eacute;n).
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<br /> The Fair Trade and "Made in Dignity" Labels (M.–P. Kestemont &amp; V. Swaen).
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<br /> Petrobank: A New Competitor in the Market Place? (R. Kozielski).
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<br /> Rocking the Boat at MTV: Dealing with Market Fragmentation (R. Meyer &amp; A. Pruyn).
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<br /> Czech Beer Goes Worldwide (J. Nagyova &amp; H. Machkova).
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<br /> Alcopops: Triumph or Disaster? (C. Phillips).
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<br /> Kruszgeo: Who are its Customers? (K. Przybylowski).
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<br /> ZTM: A Public Transportation System (K. Przybylowski).
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<br /> NIVEA: Brand Transfer for Continuous and Innovative Product Maintenance (A. Roosdorp).
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<br /> Cumulus: The Development of a Loyalty Card Scheme (T. Rudolph &amp; A. Busch).
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<br /> Customer Satisfaction in Emergency Ambulance Services: A Case for Empirical Research (R. Sinkovics &amp; B. St&ouml;ttinger).
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<br /> Index of Keywords by Case Number.