The Mobile Telephone Supplier: Choosing a Channel Entry Strategy (P. Andersson & B. Molleryd). 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. Kohler). 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. Stottinger). Index of Keywords by Case Number.
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