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.