Marketing Issues in Western Europe: Changes and Developments

Marketing Issues in Western Europe: Changes and Developments

by Erdener Kaynak

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Overview

Be prepared for the differences in marketing across European borders!

Europe is not a uniform market. Each country is comprised of differing marketing systems of varying importance. Marketing Issues in Western Europe: Changes and Developments clears the fog from marketing practices and strategic issues for this crucial area of the business world. This detailed examination of Western European industries and marketing practices not only clearly explores the shifting trends within the countries described, but can also be seen as a bellwether for neighboring regions on the continent. Respected international experts provide an up-to-date inside look at what the pressing concerns are and what unique strategies work for business in various sectors.

The European Union’s birth can be traced back to 1951 when six countries of Western Europe banded together to form what was then known as the European Coal and Steel Community. Since then, Western Europe has played a significant role as the nucleus for the important marketing trends and industry changes for the entire EU. Marketing Issues in Western Europe: Changes and Developments provides conceptual frameworks, illustrative case studies, deep analytical insights into marketing issues, detailed empirical data, and thoughtful propositions for future testing. International business researchers, business and marketing consultants, developmental agencies, and companies prospectively interested in investment will find this book to be crucial for making decisions involving marketing in the countries of the EU or the rest of the continent. Chapters are richly referenced, and several include tables and charts to clearly illustrate data.

Marketing Issues in Western Europe: Changes and Developments includes:
  • a thought-provoking look at the multidimensional state of marketing in Western Europe
  • a probing appraisal of Pan-European marketing with a proposed conceptual framework
  • a review of the marketing consequences of internal market unification
  • an exploratory study of marketing practice and market orientation
  • a penetrating look at the role of domestic animosity in consumer choice
  • detailed research describing price strategy in the EU
  • an exploration of the impact of fear appeal in a cross-cultural context
  • and more!

Marketing Issues in Western Europe: Changes and Developments is a probing examination of the dynamic marketing developments in Western European countries to give you the insight needed to effectively prepare for the future.

Product Details

ISBN-13: 9781136437595
Publisher: Taylor & Francis
Publication date: 11/12/2012
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 192
File size: 5 MB

Table of Contents

  • Marketing in Western Europe: A Monolith or a Multidimensional Market? (Erdener Kaynak and Frédéric Jallat)
  • Pan-European Marketing Ten Years After 1993—A Current Appraisal and Proposed Conceptual Framework (Chris Halliburton and Reinhard Hunerberg)
  • Marketing Consequences of European Internal Market Unification: An Executive Perspective (Don Sciglimpaglia and Massoud Saghafi)
  • Marketing Practice and Market Orientation: An Exploratory International Study (Roger Palmer and Jaqueline Pels)
  • The Role of Domestic Animosity in Consumer Choice: Empirical Evidence from Germany (Wolfgang Hinck)
  • Tradeoffs in Customer-Employee Focus: Implications on Boundary-Spanning Capabilities (Yelena Tsarenko, Felix T. Mavondo, Mark Gabbott, Graham Hooley, and Gordon Greenly)
  • Price Strategy in the EU: Suggestions to Chinese Exporters in the Light of Anti-Dumping (Jørgen Ulff-Møller Nielsen)
  • Impact of Fear Appeal in a Cross-Cultural Context (Anne-Marie Vincent and Alan J. Dubinsky)
  • Index
  • Reference Notes Included

What People are Saying About This

Frank Bradley PhD

Frank Bradley, PhD, R & A Bailey Professor of Marketing, The Michael Smurfit Graduate School of Business, University College, Dublin, Ireland
IMPORTANT. . . . AN EXCELLENT REFERENCE BOOK FOR MARKETING SCHOLARS AND PRACTITIONERS ALIKE. The editors have selected contributions that examine multilateral issues in European marketing, such as the convergence and divergence of markets and the need to reconcile simultaneously the advantages of the pan-European scale with increasing customer demand for choice and persistent differences in national/regional consumer preferences.

Philip J. Kitchen PhD

Philip J. Kitchen, PhD, Professor and Chair, Strategic Marketing, University of Hull Business School, United Kingdom
INTERESTING AND WORTHWHILE. . . . Draws on eight major papers concerning different facets of marketing activity, ranging from whether Europe is a monolithic or multidimensional market, to the marketing consequences of European market unification, to pricing strategy in the EU, to the use of fear appeals in a cross-cultural context. Each chapter provides a comprehensive overview of the subject as well as many current references in these, and related, areas.

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