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European casebook on principles of marketing / ed. Jim Saker, Gareth Smith

Coauthor Saker, Jim
Smith, Gareth Publication London : Prentice Hall, 1997 Description xiv, 258, [12] p. : il. ; 24 cm Series European casebook series on management ISBN 0-13-227653-4 Topical name Marketing
Estudo de casos CDU 658.8
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Holdings
Item type Current location Call number Status Notes Date due Barcode Item holds
Book Biblioteca Universidade Europeia (Lispólis)
658.8 SAK/EUR Available Doação Pinto e Castro UE23526
Total holds: 0

Contents

Introduction

Using marketing cases

Cases:

1. Polo Mints
2. Virgin Atlantic Airways: ten years after
3. Midelectric Ltd: a market electrified
4. Project Gemini
5. Victoria Fruit: going bananas?
6. Nivea Sun
7. GEDAS Ldt
8. Marks & Spencer
9. ABB Transportation Ldt: waiting for a train
10. Sport-Trax Ltd
11. Guinness Peat Aviation: the global flotation that failed
12. Gatorade
13. Magnum
14. IKEA
15. Carlsberg Ice Beer

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