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International Strategic Marketing: A European Perspective
     

International Strategic Marketing: A European Perspective

by J.B. McCall, Marilyn Stone, J. B. McCall
 

As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:

  • marketing information systems
  • marketing research

Overview

As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:

  • marketing information systems
  • marketing research
  • product development
  • pricing issues
  • international promotion
  • distribution channels.

With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike.

Visit the Companion website at www.routledge.com/textbooks/0415314178

Editorial Reviews

From the Publisher
'This is a well-structured and lucid text covering strategic and operational issues of marketing management in both the changing European environment and broad international context. … very useful for all students of international and European marketing.' - Elzbieta Duliniec, Warsaw School of Economics, Poland

'A well-presented, topical, informative and easy-to-read text. With a focus on all of the key concepts and a multiplicity of good industry-based examples, the author brings out the cross-cultural issues well and takes a strong European and New Europe perspective.' - Luiz Moutinho, Glasgow University, Poland

Product Details

ISBN-13:
9780415314176
Publisher:
Taylor & Francis
Publication date:
06/17/2004
Pages:
284
Product dimensions:
6.75(w) x 9.75(h) x 1.40(d)

Meet the Author

Marilyn Stone is a Senior Lecturer at Heriot-Watt University, Edinburgh, UK specialising in international marketing and logistics.

Ian McCall consults in cross-border business management, having previously been a government official marketing tropical products, a marketing and sales manager in the sugar engineering business and a lecturer in international management. He has published numerous books and articles on international business and negotiation.

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