Worldwide Cases in Marketing Management

The case-study method has been one of the most important "backbones" and teaching tools in business management education for many decades, particularly since the generalization of its use at Harvard Business School in 1908. This breakthrough text moves away from the Anglo-centric tradition which has sometimes undermined this tradition to provide a truly global perspective, exploring the different realities of marketing management in a range of environments.Examining a range of specific local business environments, cultural make-ups, population fabrics, and management styles, this text explores key issues that call for effective marketing decision-making in a particular setting. The challenges faced by different countries in the EU are thoroughly examined, and chapters focus on a selection of important commercial organizations.This book illuminates the commercial context that has evolved from a number of important political developments in recent years. It will prove engaging reading to all students of marketing and international businessMoutinho, Luiz is the author of 'Worldwide Cases in Marketing Management' with ISBN 9780415458894 and ISBN 0415458897.