Diversity in European Marketing

Edited by Thomas Rudolph (), Bodo B. Schlegelmilch (), András Bauer (), Josep Franch () and Jan Niklas Meise ()

in Springer Books from Springer

Date: 2012
Edition: 2012
ISBN: 978-3-8349-6976-7
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Chapters in this book:

Ch 1 Migration and Minorities in Europe

Josep Franch, Verena Gruber and Matthew Hawkins

Ch 2 Fighting social isolation through a user-friendly mobile phone: Bazile Telecom

Raphaëlle Lambert-Pandraud and Yves Morel

Ch 3 Changing Media Regulation in Europe: VIASAT3 in Hungary

Mihály Gálik

Ch 4 Managing early and mature markets in Europe: The UniCredit Group

András Bauer

Ch 5 Nostalgic Branding in Central Europe

Petr Král

Ch 6 Diversity in European Retailing

Thomas Rudolph and Jan Niklas Meise

Ch 7 Private Label Strategies in Europe

Isabelle Schuiling and Renaud Cogels

Ch 8 The Consumer as a Co-Producer and Prosumer: Convenience Food Marketing

Sigurd V. Troye, Magne Supphellen and Alexander Jakubanecs

Ch 9 How companies organize their European Business: The Role of Regional Headquarters

Bodo B. Schlegelmilch and Björn Ambos

Ch 10 Managing consumer’s experiences: Design as a solution for transformation

Tore Kristensen and Dóra Horváth

Ch 11 European Market Entry – The Case of DeLaval

Henrik Glimstedt

Ch 12 Growing with the Wind: The Case of Vestas

Rolf Wüstenhagen

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DOI: 10.1007/978-3-8349-6976-7

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