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 fi eld-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!