Euromarketing / Edition 1

Euromarketing / Edition 1

by Erdener Kaynak, Pervez N Ghauri
     
 

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,… See more details below

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.

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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)

Related Subjects

Table of Contents

List of Tables
List of Figures
About the Editors
Contributors
Foreword
Preface
Introduction
Ch. 1Current Status of European Marketing: Introduction3
Ch. 2The Challenges of the European Community (EC) Industrial Policy15
Ch. 3The European Internal Market: Between Scylla and Charybdis?35
Ch. 4Consumer Behavior and Marketing Issues in the Europe of Post-199257
Ch. 5Marketing Planning and 1992: Observations and Expectations85
Ch. 6A Model for Defensive Marketing Strategy with Examples from the Europe 1992 Context107
Ch. 7Marketing Mix Strategies in the Europe of Post-1992139
Ch. 8Marketing in Europe Beyond 1992: The Challenge of a Mix Between Global and Local Marketing Strategies163
Ch. 9East and Central European Marketing: 1992 and Beyond185
Ch. 10U.S./Hungarian Joint Ventures: An Opportunity for Entering New Markets205
Ch. 11Decision Processes in Strategic Alliances: Designing and Implementing International Joint Ventures in Eastern Europe225
Ch. 12Fortress Europe: Which Industries Are Most Vulnerable?267
Ch. 13A Normative Framework for Assessing Marketing Strategy Implications of Europe 1992287
Ch. 14European Marketing: Future Directions315
Index345

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