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Author: Marilyn A. Stone
Publisher: Psychology Press
ISBN: 041531416X
Category : Business & Economics
Languages : en
Pages : 286
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Book Description
This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering the role of Europe within global marketing.
Author: Marilyn A. Stone
Publisher: Psychology Press
ISBN: 041531416X
Category : Business & Economics
Languages : en
Pages : 286
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Book Description
This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering the role of Europe within global marketing.
Author: Phil Harris
Publisher: SAGE
ISBN: 9780761966050
Category : Business & Economics
Languages : en
Pages : 340
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Book Description
The second edition of European Business and Marketing will be published in 2000 in time for the millennium and has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. The text has been researched and written especially for students on undergraduate and post graduate courses, who need to understand modern European marketing, the European Union and the distinct features that are emerging in the World's largest market place. The second edition of the successful European Business and Marketing text has been fully revised and includes new chapters on marketing strategy in Euro
Author: Erdener Kaynak
Publisher: Routledge
ISBN: 1136437592
Category : Business & Economics
Languages : en
Pages : 186
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Book Description
Be prepared for the differences in marketing across European borders! Europe is not a uniform market. Each country is comprised of differing marketing systems of varying importance. Marketing Issues in Western Europe: Changes and Developments clears the fog from marketing practices and strategic issues for this crucial area of the business world. This detailed examination of Western European industries and marketing practices not only clearly explores the shifting trends within the countries described, but can also be seen as a bellwether for neighboring regions on the continent. Respected international experts provide an up-to-date inside look at what the pressing concerns are and what unique strategies work for business in various sectors. The European Union’s birth can be traced back to 1951 when six countries of Western Europe banded together to form what was then known as the European Coal and Steel Community. Since then, Western Europe has played a significant role as the nucleus for the important marketing trends and industry changes for the entire EU. Marketing Issues in Western Europe: Changes and Developments provides conceptual frameworks, illustrative case studies, deep analytical insights into marketing issues, detailed empirical data, and thoughtful propositions for future testing. International business researchers, business and marketing consultants, developmental agencies, and companies prospectively interested in investment will find this book to be crucial for making decisions involving marketing in the countries of the EU or the rest of the continent. Chapters are richly referenced, and several include tables and charts to clearly illustrate data. Marketing Issues in Western Europe: Changes and Developments includes: a thought-provoking look at the multidimensional state of marketing in Western Europe a probing appraisal of Pan-European marketing with a proposed conceptual framework a review of the marketing consequences of internal market unification an exploratory study of marketing practice and market orientation a penetrating look at the role of domestic animosity in consumer choice detailed research describing price strategy in the EU an exploration of the impact of fear appeal in a cross-cultural context and more! Marketing Issues in Western Europe: Changes and Developments is a probing examination of the dynamic marketing developments in Western European countries to give you the insight needed to effectively prepare for the future.
Author: Paul Russell Smith
Publisher: Kogan Page Publishers
ISBN: 9780749429188
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.
Author: Stewart Arnold
Publisher: Routledge
ISBN: 1000160556
Category : Religion
Languages : en
Pages : 257
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Book Description
This title was first published in 2001. Successful international marketing requires the development and implementation of marketing strategies responsive to different environments. This text examines the unique features of the marketing environment in Central and Eastern Europe and the impact that they have on the strategies used to enter and penetrate this region. It is based on the proceedings of the 6th annual conference on "Marketing Strategies for Central & Eastern Europe" held from the 2nd to the 4th of December 1998 in Vienna, Austria. The book presents the editors' view on marketing in Central and Eastern Europe and summarizes the main features and research results from the selected papers.
Author: Sandra Diehl
Publisher: Springer Science & Business Media
ISBN: 3835057022
Category : Business & Economics
Languages : en
Pages : 477
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Book Description
The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising
Author: Jean-Jacques Lambin
Publisher: McGraw-Hill Companies
ISBN:
Category : Business & Economics
Languages : en
Pages : 572
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Book Description
Author: Larry Percy
Publisher: Oxford University Press, USA
ISBN: 0199605580
Category : Business & Economics
Languages : en
Pages : 414
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Book Description
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
Author: Sven Biscop
Publisher: Routledge
ISBN: 0429763999
Category : History
Languages : en
Pages : 278
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Book Description
This book argues that Europe, through the European Union (EU), should act as a great power in the 21st century. The course of world politics is determined by the interaction between great powers. Those powers are the US, the established power; Russia, the declining power; China, the rising power; and the EU, the power that doesn’t know whether it wants to be a power. If the EU does not just want to undergo the policies of the other powers it will have to become one itself, but it should differ in its strategy. In this book, Sven Biscop seeks to demonstrate that the EU has the means to pursue a distinctive great power strategy, a middle way between dreamy idealism and unprincipled pragmatism, and can play a crucial stabilizing role in this increasingly unstable world. Written by a leading scholar, this book will be of much interest to students of European security, EU policy, strategic studies and international relations.
Author: Christian Scholz
Publisher: Springer Science & Business Media
ISBN: 3834992542
Category : Business & Economics
Languages : en
Pages : 313
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Book Description
Lecturers and researchers at Saarland University's Europa-Institut present the latest findings and trends of their most important research topics. They discuss the present state of the art in European management, focussing on the areas of marketing & commerce, finance, human resource management & entrepreneurship, as well as European policy.
