Euromarketing: Effective Strategies for International Trade and Export

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Psychology Press, 1994 - Business & Economics - 361 pages
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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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Contents

Between
10
A Model for Defensive Marketing Strategy
11
The Challenges of the European Community
15
Scylla and Charybdis?
35
A Framework
42
Concluding Remarks
51
Consumer Behavior and Marketing Issues
57
Homogeneous vs Heterogeneous Marketplace
71
Marketing Concepts and Practices of the Different
193
Outlook to the Other ExCommunist Countries
199
Conclusions and Recommendations
221
Method
230
Results
241
3A Evaluation of Proposed HungarianU S Consumer
245
Strategic Management Implications
259
Fortress Europe Which Industries Are Most
267

Suppliers in 1992 Europe
77
Observations
85
The Possible Effects of a Single European Market
91
Conclusion
103
with Examples from the Europe 1992 Context
107
curve shifts
120
Sample Applications
124
Conclusion
131
Marketing Mix Strategies in the Europe
139
Global vs Local
169
Global Marketing Strategies
175
Findings
275
Limitations
282
and Marketing
288
on Marketing
294
Toward a Research Program
305
Future Directions
315
Europe Beyond 1992
326
Managerial Implications
333
Index
345
Copyright

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About the author (1994)

ERDENER KAYNAK is Professor of Marketing and Assistant Director for Research and Planning in the School of Business Administration at Pennsylvania State University at Harrisburg.

Professor Pervez N Ghauri

Pervez completed his PhD at Uppsala University in Sweden where he also taught for some years. At present he is Professor of International Business at King s College London. He is a Fellow of European International Business Academy. Recently, he was awarded an honorary Doctorate by Turku School of Economics and Management, Finland. Pervez has published 25 books and numerous articles. He consults and offers training programmes to a number of organisations such as; BP, Airbus Industries and Ericsson. He is Editor in Chief for International Business Review and Editor (Europe) for the Journal of World Business.

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