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Description

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: