Euromarketing: Effective Strategies for International Trade and Export
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:
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A Model for Defensive Marketing Strategy
The Challenges of the European Community
Scylla and Charybdis?
Consumer Behavior and Marketing Issues
Homogeneous vs Heterogeneous Marketplace
Marketing Concepts and Practices of the Different
Outlook to the Other ExCommunist Countries
Conclusions and Recommendations
3A Evaluation of Proposed HungarianU S Consumer
Strategic Management Implications
Fortress Europe Which Industries Are Most
Suppliers in 1992 Europe
The Possible Effects of a Single European Market
with Examples from the Europe 1992 Context
Marketing Mix Strategies in the Europe
Global vs Local
Global Marketing Strategies
advertising Brand Buzzell changes chapter CM CM CM Comecon Commission competition competitors consumer costs cultural customers decision processes differentiation distribution domestic market Eastern Europe EC countries EC-wide economic economies of scale effects enterprise environment Euro Europe of 1992 European Community European countries example export factors firms FlGURE foreign Fortress Europe global marketing hard currency homogeneous Hungarian Hungarian managers Hungarian-Japanese Hungarian-U.S. Hungary implementation increase industry integration internal market interviews investment Japanese joint ventures Journal manufacturing market share marketing mix marketing strategy ment mergers million multinational Ogilvy and Mather operate pan-European partners pean potential preferences present problems product categories profits protectionism Quelch regional required METS result retail sectors segments single European market single market standards Table tion trade barriers trans-European networks venture in Hungary vulnerable Western