Diversity in European marketing
Subtitle: text and cases
By: Thomas Rudolph ... [et al.] (eds.).
Publisher: Springer Gabler
Published: 2012
Place of publication: Wiesbaden
Language: eng
Number of pages: 276
ISBN-13: 9783834914200; 9783834969767
Subjects: Marketing; Case studies
Notes: Includes bibliographical references.
Table of contents: title: Part 1.; title: Targeting Diverse Demographics and Managing Structural Diversity in Europe  -- Migration and Minorities in Europe / -- Josep Franch, Verena Gruber and Matthew Hawkins; title: Fighting social isolation through a user-friendly mobile phone: Bazile Telecom  -- Raphaëlle Lambert-Pandraud and Yves Morel; title: Changing Media Regulation in Europe: VIASAT3 in Hungary  -- Mihály Gálik; title: Managing early and mature markets in Europe: The UniCredit Group  -- András Bauer -- Part 2.; title: Acknowledging and Managing Diversity in Consumer Behavior in Europe  -- Nostalgic Branding in Central Europe / -- Petr Král; title: Diversity in European Retailing  -- Thomas Rudolph and Jan Niklas Meise; title: Private Label Strategies in Europe  -- Isabelle Schuiling and Renaud Cogels; title: The Consumer as a Co-Producer and Prosumer: Convenience Food Marketing  -- Sigurd V. Troye, Magne Supphellen and Alexander Jakubanecs -- Part 3.; title: Responding to Diverse Marketing Environments and Managing Diversity in Europe  -- How companies organize their European Business: The Role of Regional Headquarters / -- Bodo B. Schlegelmilch and Björn Ambos; title: Managing consumer's experiences: Design as a solution for transformation  -- Tore Kristensen and Dóra Horváth; title: European Market Entry - The Case of DeLaval  -- Henrik Glimstedt; title: Growing with the Wind: The Case of Vestas -- Rolf Wüstenhagen.