Cases om bl.a. Polo Mints, Virgin Atlantic Airways, Nivea Sun, Marks & Spencer, IKEA, og Carlsberg Ice Beer.

This book is written primarily as an introductory textbook aimed for both undergraduate and postgraduate students of all institutions of higher learning in the areas of marketing communication, advertising and promotion. It is packed with comprehensive discussion on the essential aspects of integrated marketing communication (IMC) covering on the topics on the conceptualisation, tools, process of implementation, related models and theories, and IMC's measurement of effect. Readers will also learn practical IMC experience through award winning case studies provided by member agencies of the Association of Accredited Advertising Agents Malaysia (4As) and other cutting-edge companies and brands such as Maxis, Malaysia Airports Holdings Berhad, KFC, Langkawi Development Authority, Universiti Sains Malaysia and Wipro Unza. For both students and practitioners in the areas of marketing communication, advertising and promotion, Principles of Integrated Marketing Communications: A Malaysia Casebook is an essential guide towards unified and seamless IMC experience.

This book comments on fifty key judgments which the Court of Justice and the Court of First Instance have given on European Community environmental law. For each judgment,the facts and procedures are described, followed by an extract of the essential parts of the judgment and a commentary which places the judgment in its legal, environmental and political context and develops the lines of reasoning of the Court. The fifty cases selected cover all substantive and procedural aspects of Community environmental law, as regards the provisions of the EC Treaty (cases 1 to 9), horizontal problems (cases 10 to 18), water and air (cases 19 to 25), products and noise (cases 26 to 32), nature protection (cases 33 to 38), waste management (cases 39 to 45) and procedural questions (cases 46 to 50). Particular emphasis is laid on commenting on recent judgments: thus, the oldest case discussed dates from 1991 and 43 of the 50 judgments date from 1996 or later. The book provides a clear insight into the jurisdiction of the European Courts; it will be of particular use to practitioners of national and Community environmental law, researchers, law students and administrators. It is written in a comprehensible style which also makes it a useful tool for non-lawyers who deal with European Community environmental law and policy.

Health is becoming increasingly important to the European Union. The EU Court of Justice has also been involved in many health-related issues. The Casebook on European Union Health Law offers practitioners and students an opportunity to discover and understand the Court of Justice’s case law through highlights from health (related) decisions. It presents a range of carefully edited extracts, that clearly illustrate the essence and reasoning behind each decision. Compiled to be used in conjunction with Maklu’s EU Health Law Treaties and Legislation, this book covers an important part of the graduate European health law course in a series of structured chapters dealing with human rights and health, public health, patient safety/consumer protection, safety and health at work, patient mobility, professional mobility, pharmaceuticals, medical devices, privacy and data protection, insurance, competition and public procurement. The book is indispensable for practitioners and students of health law and policy.

Finding competitive advantage and differentiating the marketing offer, global marketing, the impact of a united Europe in 1992, service marketing strategy, integrated direct marketing and database marketing, and geodemographic segmentation are among the topics covered in this book.

Worldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array of decision-making areas and many different industries ranging from computers, petrol retailing and electronic gaming to drinks, fashion, airlines and mobile communication. The worldwide cases are all related to many well-known brands and corporations like British Airways, Red Bull, Nintendo, Google, Microsoft, Cacharel, etc.

European consumer law has become a vital part of both legal education and practice. This Casebook details the most fundamental judgments of the Court of Justice on consumer law to date and their effect on national legal systems. It contains twenty leading European cases and is then followed by concise analyses of the effect of these decisions on some of the national legal systems of the Member States,and how national legislatures and national courts have reacted to this ever burgeoning area of European law. The focus of the book is private law, including consumer contracts, advertisement law, European product liability and consumer dispute resolutions. The Casebook is an essential guide for students and practitioners alike. It provides the reader with an overview of the most important cases and analyses in the area of European consumer law on both European and national levels. The editors and contributors to the country reports are members of the EU- funded research network 'Common Principles of European Private Law'.

Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred; A shift toward greater consideration of services marketing as more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments; A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present; Chapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy; New material on sustainability, ethics, and corporate social responsibility—key values for any modern business; Short and long cases and examples throughout the text show students how these principles and techniques are applied in the real world. Covering key topics not found in competing books, Global Marketing will equip today’s students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.

Worldwide Destinations Casebook features 38 comprehensive case studies of international tourism destinations, 10 of them brand new and 28 updated. A companion to the core textbook Worldwide Destinations 5th edition, these cases contextulaise the learning and provide real life illustrations of the theories covered. This new edition covers subjects such as climate change, eco-tourism, destination regeneration and social impact. Case studies are drawn from all regions of the world and include: London Docklands regeneration A tourism strategy for Morocco 'New World' tourism - Outbound tourism from China Antarctica: tourism or conservation? Re-visioning tired destinations: Australia's gold coast Tourism in New York The Way of St. James: the pilgrimage as a cultural resource Ecotourism in the Ecuadorian Amazon The casebook brings a range of benefits to the classroom and by encouraging active learning allows students to gain valuable experience in: Problem solving and decision making Focusing on key issues within a clearly defined situation The development or honing of critical thinking skills Recognising that there is no one 'correct' answer to a problem Judging the relevance of different types of evidence and techniques Worldwide Destinations Casebook is the ultimate resource for contectualizing theory and is essential reading for any tourism student.