As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:
- marketing information systems
- marketing research
- product development
- pricing issues
- international promotion
- distribution channels.
With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike.
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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. … very useful for all students of international and European marketing.' - Elzbieta Duliniec, Warsaw School of Economics, Poland
'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.' - Luiz Moutinho, Glasgow University, Poland