Euromarketing / Edition 1

Euromarketing / Edition 1

by Erdener Kaynak, Pervez N Ghauri
     
 

ISBN-10: 1560244275

ISBN-13: 9781560244271

Pub. Date: 01/28/1994

Publisher: Taylor & Francis

Euromarketing: Effective Strategies for International Trade and Export increases understanding of the strategic aspects of international marketing in Europe and highlights the past, present, and future of European marketing. Although a substantial body of literature is available on the marketing behavior and practices of business in the international context,

Overview

Euromarketing: Effective Strategies for International Trade and Export increases understanding of the strategic aspects of international marketing in Europe and highlights the past, present, and future of European marketing. Although a substantial body of literature is available on the marketing behavior and practices of business in the international context, strategic planning aspects of international marketing have not been studied adequately. Euromarketing: Effective Strategies for International Trade and Export focuses on marketing studies of specific regions to provide international managers with insights into their international marketing performance. This book presents the results of comparative studies conducted among countries of Europe and contrasts the results and managerial implications with those obtained by international marketing scholars and practitioners elsewhere.

The European community is going to play an extremely important role in the coming global business arena. Multinational corporations, government agencies, professors, researchers, and students can seek out opportunities in the new European market once they have updated their knowledge of how this market may function. The topics covered in Euromarketing provide for this knowledge with new data and insight on:

  • Consumer Issues: Single Market and its Implications
  • Export Behavior of European Firms
  • Internationalization of European Firms
  • Retailing Practices in European Countries
  • Country Examples of European Distribution Channels
  • Comparative Advertising Practices
  • Internationalization of Scandinavian Firms
  • Export Marketing Managerial Implications

    The restructuring of European industries has begun and will accelerate at a faster pace in the coming years. We have witnessed occurrences of several mergers and acquisitions. We are seeing the powerful presence of public sector enterprises and their procurement practices favoring local and European supplies. Euromarketing: Effective Strategies for International Trade and Export increases our understanding of international marketing in Europe by soliciting significant, analytical contributions from subject and country specialists.

Product Details

ISBN-13:
9781560244271
Publisher:
Taylor & Francis
Publication date:
01/28/1994
Edition description:
New Edition
Pages:
361
Product dimensions:
5.90(w) x 8.60(h) x 1.20(d)

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