Collection(s) : Gestion sup
Paru le 10/04/2013 | Broché 250 pages
Master
Renault, Samsung, Lacoste... This book provides opportunities to discover a selection of issues recently faced by 10 major French companies.
Each case offers in a clear and structured manner:
Based on real issues and written in collaboration with the companies, the 10 field-based case studies allow applying marketing principles, theories and models: segmentation, positioning, marketing plan, as well as designing strategies at the product, price, place and promotion levels.
Learning by doing, applied to marketing!
Target audience:
Claire Garcia, associate Professor, Co-Head of Marketing at the ESG Management School, Paris. Lecturer in Marketing, she has published twenty case studies over the last two years in France (CCMP Paris) and in the UK (ECCH).
Jean-Louis Martinez, associate Professor at the ESG Management School, Paris. Former sales and marketing director in the B to B industry he is nowadays, a consultant in sales and marketing strategy for SMEs. He has published over 150 case studies in France (CCMP Paris) and in Britain (ECCH). He is the winner of the 2010 Case Study Competition organised by the CCMP, Paris.
