Diversity in European Marketing — Text and Cases

This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.

Thomas Rudolph is director of the Institute of Retail Management at the University of St. Gallen, Switzerland, and holds the Gottlieb-Duttweiler Chair of International Retail Management.Bodo B. Schlegelmilch is dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna University of Economics and Business in Austria.Josep Franch is an associate professor in Marketing at ESADE Business School in Barcelona (Spain), where he is also the director of the MSc programs in Management and the academic director for the CEMS Master in International Management.Andras Bauer is professor of Marketing and department head at Corvinus University of Budapest in Hungary.Jan Niklas Meise completed his PhD at the Institute of Retail Management at the University of St. Gallen in Switzerland.