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Understanding Marketing
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Table of Contents

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

About the Author

The Editors Celia Phillips is Senior Tutor at the Interdisciplinary Institute of Management at the London School of Economics Ad Pruyn is a member of the Marketing Faculty at the Rotterdam School of Management, Erasmus University, Rotterdam Marie-Paule Kestemont is Professor of Marketing at the University of Louvain

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