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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: Phil Harris
Publisher: SAGE
ISBN: 9780761966050
Category : Business & Economics
Languages : en
Pages : 340
Get Book Here
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: Debra Johnson
Publisher: Routledge
ISBN: 113462204X
Category : Business & Economics
Languages : en
Pages : 720
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Book Description
The third edition of European Business is published at a time of turbulence in Europe. This uncertainty puts Europe's unique business environment at risk. Key features of the new edition include: assessments of how individual member states affect the integration process and bring diversity to European business; new material on the links between Europe and the World’s other main regions, including emerging economies; new case studies on topics such as the rise of the BRICs, the energy crisis, enlargement and the Euro. The book retains popular pedagogical features to help students make sense of a confusing and complex environment. A unique and accessible text, the book is ideal reading for students of European and International Business and important additional reading for those interested in European politics and economics.
Author: Thomas Rudolph
Publisher: Springer Science & Business Media
ISBN: 3834969761
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.
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: Edyta Rudawska
Publisher: Emerald Group Publishing
ISBN: 1787540383
Category : Business & Economics
Languages : en
Pages : 325
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Book Description
The book provides knowledge of sustainable marketing tools in SMEs operating in the industry.
Author: Richard Welford
Publisher: Pitman Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
Aims to provide a comprehensive study of how European enterprises are coping with the important issues of European integration. Each chapter contains discussion questions, a case study and questions on the case. New chapters cover political and legislative frameworks and there are additional case.
Author: Vescovi, Tiziano
Publisher: Edward Elgar Publishing
ISBN: 1800889755
Category : Business & Economics
Languages : en
Pages : 352
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Book Description
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.
Author: Noel Capon
Publisher: Routledge
ISBN: 1317496752
Category : Business & Economics
Languages : en
Pages : 867
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Book Description
Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business. To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book’s relevance for students outside the USA. Key features include: • A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy • Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms • Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities • Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities • Focus on globalization with a chapter on regional and international marketing • Multiple choice, discussion, and essay questions at the end of each chapter Offering an online instructor’s manual and a host of useful pedagogy – including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more – this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.
Author: Patrick De Pelsmacker
Publisher: Pearson Higher Ed
ISBN: 0273773240
Category : Business & Economics
Languages : en
Pages : 641
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Book Description
Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing. Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign. The fifth edition of Marketing Communications: A European Perspective has been fully updated to include: A brand new chapter examining ethical issues in marketing communications Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies The book is suitable for both undergraduate and postgraduate students of marketing communications
Author: Gabriele Suder
Publisher: SAGE
ISBN: 1526455536
Category : Business & Economics
Languages : en
Pages : 545
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Book Description
Fundamental theories and concepts for understanding how business is done in Europe, linked to the current European business environment through a range of up-to-date case studies and examples.
