European Business and Marketing

Front Cover
Phil Harris, Frank McDonald
SAGE, May 25, 2004 - Business & Economics - 302 pages
0 Reviews
The second edition of European Business and Marketing will be published in 2000 in time for the millennium and has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. The text has been researched and written especially for students on undergraduate and post graduate courses, who need to understand modern European marketing, the European Union and the distinct features that are emerging in the World's largest market place.

The second edition of the successful European Business and Marketing text has been fully revised and includes new chapters on marketing strategy in Euro

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

STRUCTURE OF THE ECONOMIC UNION AND CORE ISSUES
1
THE NEW EUROPE MYTHS AND REALITY
3
THE EUROPEAN UNION AND THE BUSINESS ENVIRONMENT
15
THE POLICIES OF THE SINGLE ECONOMIC SYSTEM OF THE EUROPEAN UNION
36
THE EUROPEAN UNION AND THE WORLD ECONOMY
55
TACTICS AND IMPLICATIONS FOR THE EUROPEAN UNION
69
EUROPEAN MARKETING
71
POLITICAL MARKETING AND PUBLIC AFFAIRS
83
BOUTINOT WINES LIMITED
161
EVC 198694 THE EUROPEAN PVC INDUSTRY AND THE CREATION OF THE EUROPEAN VINYLS CORPORATION EVC
167
EVC 19952002 JOINT VENTURE THE AMSTERDAM STOCK MARKET FLOTATION AND ACQUISITION BY INEOS
179
FULHAM FC CLUBSUPPORTER RELATIONSHIPS COME ALL YE FAITHFUL
184
GRUPPO MASSONE ACQUISITION VENTURE INTO THE UK
195
LEGO THE TOY OF THE TWENTIETH CENTURYTHE CASE OF THE SIMPLE BUILDING BLOCKS
216
MANNESMANN MOBILFUNK DISTRIBUTION CHANNEL DECISIONS IN THE GROWTH PHASE OF THE MOBILE PHONE MARKET IN GE...
229
EUROPEAN BUTTER BATTLES THE NEW ZEALAND DAIRY BOARD AND SPREADABLE BUTTER
241

JOINT VENTURES AND STRATEGIC ALLIANCES A EUROPEAN PERSPECTIVE
98
EUROPEAN BUSINESS AND CULTURE
113
CASE STUDIES
127
EVALUATING EUROPEAN POTENTIAL AND EXPANSION POSSIBILITIES FOR A US FURNITURE COMPANY
129
WHATS YOUR BEEF? THE ROLE OF THE MEAT AND LIVESTOCK COMMISSION AFTER THE UK BSE CRISIS
136
BLENDING ETHICS AND MODERNITY THE COOPERATIVE WAY
144
PERKINS FOODS THE PLACE OF PUBLIC RELATIONS IN THE PROFILE OF A EUROPEAN FOOD BUSINESS
250
ROYAL PHILIPS ELECTRONICS
260
SHELL ENVIRONMENTAL STANCE IN EASTERN AND WESTERN EUROPE
269
THE STENA CASE PRICING STRATEGY
279
UNILEVER GROUP MARKETING STRATEGIES FOR EASTERN EUROPE
283
Copyright

Other editions - View all

Common terms and phrases

Popular passages

Page xxx - General Agreement on Trade in Services General Agreement on Tariffs and Trade gross domestic product...

About the author (2004)

Phil Harris Is Executive Dean of the Faculty of Business, Enterprise and Life Long Learning and holder of the Westminster Chair of Marketing and Public Affairs at the University of Chester and a Director of the Chester International Centre for Corporate and Public Affairs Research . He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Phil has organised major conferences such as Machiavelli at 500, the Academy of Marketing Conference and was invited to address the Beijing Forum at Peking University in 2011.He is joint founding editor of the Journal of Public Affairs and a member of a number of international editorial and advisory boards and has published extensively over 150 publications in the area of Chinese business, lobbying, entrepreneurship, political marketing, public affairs, relationship marketing and international trade. He is editor of the Sage Advanced Marketing series and founded the Chester Forum in 2010 as an annual think tank to generate critical knowledge and networks to underpin economic development and social cohesion in his region. Phil in 1996 coined the term "Machiavellian Marketing" in 1996 to explain the complex interface communications interface between Government and Business, strategic political lobbying. He has been actively involved in public affairs for two decades

McDonald is Head of the International Business Unit at Manchester Metropolitan University Business School.

Bibliographic information