European Perspectives in Marketing Contributor(s): Kaynak, Erdener (Author) |
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ISBN: 078902568X ISBN-13: 9780789025685 Publisher: Routledge OUR PRICE: $153.00 Product Type: Hardcover - Other Formats Published: October 2004 Annotation: This resource examines marketing practices and consumer behavior in several European Union (EU) countries, plus one European Free Trade Area (EFTA) country and one Associate EU member country. An international panel of distinguished contributors addresses outsourcing, the impact of cultural differences upon the effectiveness of advertising repetition, the role of information and communication technology in the internationalization efforts of small Norwegian high-tech firms, the symbolic use of mobile telephones among Turkish consumers, the international antitrust strategies of US-based beverage producers, and a great deal more. |
Additional Information |
BISAC Categories: - Business & Economics | Marketing - General - Business & Economics | International - Marketing |
Dewey: 658.800 |
LCCN: 2004009041 |
Physical Information: 0.67" H x 6.1" W x 8.84" (0.97 lbs) 182 pages |
Descriptions, Reviews, Etc. |
Publisher Description: Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor:Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten of these countries joined the EU on May 1st, 2004. These countries offer tremendous market opportunities for other European countries, as there is a strong demand in these ten countries for various products and services. Very soon, we will be witnessing the emergence of an enlarged Europe with high market and investment potential. This resource examines marketing practices and consumer behavior in several EU countries, plus one EFTA country and one Associate EU member country. With conceptual frameworks, case studies, analytical insights into European marketing issues, empirical data, and propositions for future testing, European Perspectives in Marketing presents clear, understandable writing on:
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