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‘This is a well-structured and lucid text covering strategic and operational issues of marketing management in both the changing European environment and broad international context. It is an exhaustive and up-to-date presentation of all the fundamental dimensions of international and European marketing that is comprehensive and reader-friendly. It should be very useful for all students of international and European marketing.’
Elzbieta Duliniec, Professor of Marketing, Warsaw School of Economics

‘This is a well-presented, topical, informative and easy-to-read text. With a focus on all of the key concepts and a multiplicity of good industry-based examples, the author brings out the cross-cultural issues well and takes a strong European and New Europe perspective. In short, this is a thoughtful and well-articulated text’.
Luiz Moutinho, Professor of Marketing, Glasgow University