European Business and Marketing

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Phil Harris, Frank McDonald
SAGE, May 25, 2004 - Business & Economics - 302 pages
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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

 

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Contents

The European Union and the Business Environment
15
EXHIBITS
18
The Policies of the Single Economic System
36
The European Union and the World Economy
55
European Marketing
71
American Furniture
129
Beef BSE
136
Cooperative Bank
144
Gruppo Massone
195
LEGO
216
Mannesmann
229
New Zealand Dairy Board
241
Perkins Foods
250
Philips
260
Shell
269
Unilever
283

Boutinot Wines
161
EVC1
167
EVC2
179

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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.

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