Marketing : 10 case studies

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!