Résumé du livre

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.