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:
-
a case presentation sheet including the problem statement, learning
objectives, as well as the main themes and marketing tools used throughout
the case;
-
a narrative reviewing important information about the company and its
environment, leading to the problem to be investigated;
-
a series of questions guiding the draft of a structured solution;
-
a detailed solution outlining the main strategic recommendations.
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:
- Business schools and universities students reading a
marketing or strategy degree.
- 2 years University Diplomas in Marketing.
- Graduate and Professional training.
