European Perspectives in MarketingImprove 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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Contents
| 1 | |
| 9 | |
Determinants of the Consumption of Cultural Events | 29 |
Experiments with Americans Germans and Singaporeans | 49 |
The Role of Information Technology | 85 |
The Impact of Time on Consumer Adjustment Strategies | 107 |
Pepsi versus Coke | 125 |
The Symbolic Use of Mobile Telephone Among Turkish Consumers | 143 |
Index | 163 |
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American ANOVA antitrust Aspen Highlands behavior brand quality Central European Central European countries Coca-Cola Coke communication companies competitive advantage Consumer Research country-of-origin cultures customers differences Digital Object Identifier Eastern and Central effect Mod Erdener Kaynak Estonia euro Europe European Union export exposure factors Finland Finnish Finnish importers Finnish industrial German global Haworth Haworth Press high repetition high-denomination currency hypotheses ICT-intensity impact industrial products internal price references International Business Press international marketing internationalization Italian consumers Journal of Consumer Journal of Marketing Kahle Kirmani leisure low repetition low-denomination currency Management mobile phone moderate repetition participants Pepsi PepsiCo perceived manufacturer’s credibility perceived manufacturer’s effort perceptions Perspectives in Marketing power distance preference price reductions product quality purchase intention repetition levels responses role-relaxation Sherman Antitrust Act Shoham signaling theory Singaporean small firms social sumers suppliers symbolic Table tion trade users values variables