Diversity in European Marketing

Text and Cases

  • Thomas Rudolph
  • Bodo B. Schlegelmilch
  • András Bauer
  • Josep Franch
  • Jan Niklas Meise

Table of contents

  1. Front Matter
    Pages 1-1
  2. Targeting Diverse Demographics and Managing Structural Diversity in Europe

    1. Front Matter
      Pages 13-13
    2. Josep Franch, Verena Gruber, Matthew Hawkins
      Pages 15-55
    3. Raphaëlle Lambert-Pandraud, Yves Morel
      Pages 57-75
  3. Acknowledging and Managing Diversity in Consumer Behavior in Europe

    1. Front Matter
      Pages 111-111
    2. Petr Král
      Pages 113-130
    3. Thomas Rudolph, Jan Niklas Meise
      Pages 131-154
    4. Isabelle Schuiling, Renaud Cogels
      Pages 155-177
    5. Sigurd V. Troye, Magne Supphellen, Alexander Jakubanecs
      Pages 179-192
  4. Responding to Diverse Marketing Environments and Managing Diversity in Europe

    1. Front Matter
      Pages 193-193
    2. Henrik Glimstedt
      Pages 235-252
    3. Rolf Wüstenhagen
      Pages 253-272
  5. Back Matter
    Pages 17-17

About this book


Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student assignments further provide educators, who want to take a European perspective in their teaching, with probing discussion material and encourage readers to think ahead. All cases are written by expert academics of leading management schools in Europe, establishing diversity in culture and approaches. The topics are accordingly as diverse as its contributors and include case studies and insights on the European marketing and management of companies such as Aldi, Delhaize, DeLaval, Deutsche Bank, KFC, Kofola, Puma, and Vestas Wind Systems, among others.

Diverse Demographics and Structural Diversity
Diversity in Consumer Behavior in Europe
Diverse Marketing Environments and Diversity Management

Target Groups
Bachelor and Master students wanting to pursue a career in marketing and related domains, Managers involved in diverse marketing issues (such as product and brand managers, retail category managers, supply chain managers or communication and public relation experts).

About CEMS
CEMS (Community of European Management Schools) is a strategic alliance of leading business schools and multinational companies. Its mission is to set a global standard of excellence in education.


Consumer Behavior Demographics in Europe European Market Marketing Marketing Environments Retail Structures

Editors and affiliations

  • Thomas Rudolph
    • 1
  • Bodo B. Schlegelmilch
    • 2
  • András Bauer
    • 3
  • Josep Franch
    • 4
  • Jan Niklas Meise
    • 5
  1. 1.St. GallenSwitzerland
  2. 2., Int. Marketing ManagementWU WienWienAustria
  3. 3.Corvinus University of BudapestBudapestHungary
  4. 4.Business SchoolESADEBarcelonaSpain
  5. 5.University of St. GallenSt. GallenSwitzerland

Bibliographic information

  • DOI
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden 2012
  • Publisher Name Gabler Verlag
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-1420-0
  • Online ISBN 978-3-8349-6976-7
  • Buy this book on publisher's site