Euromarketing / Edition 1

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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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Editorial Reviews

To complement the many studies of marketing behavior and practices of businesses in the international context, focuses on the strategic planning needed by foreign companies who want to sell products in the rapidly changing and increasingly unified European market. The sections consider the continent-wide picture, western Europe, eastern Europe, and predictions for the course of events after 1992. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9781560244271
  • Publisher: Taylor & Francis, Inc.
  • Publication date: 1/28/1994
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 361
  • Product dimensions: 5.90 (w) x 8.60 (h) x 1.20 (d)

Table of Contents

List of Tables
List of Figures
About the Editors
Ch. 1 Current Status of European Marketing: Introduction 3
Ch. 2 The Challenges of the European Community (EC) Industrial Policy 15
Ch. 3 The European Internal Market: Between Scylla and Charybdis? 35
Ch. 4 Consumer Behavior and Marketing Issues in the Europe of Post-1992 57
Ch. 5 Marketing Planning and 1992: Observations and Expectations 85
Ch. 6 A Model for Defensive Marketing Strategy with Examples from the Europe 1992 Context 107
Ch. 7 Marketing Mix Strategies in the Europe of Post-1992 139
Ch. 8 Marketing in Europe Beyond 1992: The Challenge of a Mix Between Global and Local Marketing Strategies 163
Ch. 9 East and Central European Marketing: 1992 and Beyond 185
Ch. 10 U.S./Hungarian Joint Ventures: An Opportunity for Entering New Markets 205
Ch. 11 Decision Processes in Strategic Alliances: Designing and Implementing International Joint Ventures in Eastern Europe 225
Ch. 12 Fortress Europe: Which Industries Are Most Vulnerable? 267
Ch. 13 A Normative Framework for Assessing Marketing Strategy Implications of Europe 1992 287
Ch. 14 European Marketing: Future Directions 315
Index 345
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