European Perspectives in Marketing

Business & Finance, Marketing & Sales, International, Economics
Cover of the book European Perspectives in Marketing by Erdener Kaynak, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Erdener Kaynak ISBN: 9781136427510
Publisher: Taylor and Francis Publication: December 6, 2012
Imprint: Routledge Language: English
Author: Erdener Kaynak
ISBN: 9781136427510
Publisher: Taylor and Francis
Publication: December 6, 2012
Imprint: Routledge
Language: English

Improve 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:

  • outsourcing industrial products from Eastern and Central European suppliers

  • cross-cultural differences in the effect of advertising repetition and size-with a case study from Germany

  • the internationalization of small high-tech firms-with case examples from Norway

  • the impact of the euro on Italian consumers’ currency adjustment strategies-have they successfully adapted to the new currency by substituting their old internal price references (based on the high-denomination lira) with a new set of references that reflects the low-denomination currency of the euro?

  • international antitrust strategies and the policies of Pepsi and Coke in Europe as compared to in the United States-and a look at the managerial and public policy implications of US and EU antitrust regulations

  • recent advances in Information & Communication Technology (ICT) and how they can reduce the communication barriers between and within geographically dispersed organizations

  • why young Turkish adults (high school and university students, and young people in the workforce) purchase and use mobile telephones for symbolic rather than practical reasons

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Improve 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:

More books from Taylor and Francis

Cover of the book Memories of Revolution by Erdener Kaynak
Cover of the book The Routledge Handbook of Sociocultural Theory and Second Language Development by Erdener Kaynak
Cover of the book Transboundary Environmental Governance by Erdener Kaynak
Cover of the book Designing Exhibitions by Erdener Kaynak
Cover of the book Genocide since 1945 by Erdener Kaynak
Cover of the book Music, Sound and Filmmakers by Erdener Kaynak
Cover of the book Neighborhood Politics by Erdener Kaynak
Cover of the book The School Psychologist in Nontraditional Settings by Erdener Kaynak
Cover of the book The Online Learning Handbook by Erdener Kaynak
Cover of the book Understanding Dunblane and other Massacres by Erdener Kaynak
Cover of the book Excellence in University Assessment by Erdener Kaynak
Cover of the book If It's Purple, Someone's Gonna Die: The Power of Color in Visual Storytelling by Erdener Kaynak
Cover of the book Out of the House of Bondage by Erdener Kaynak
Cover of the book A New Economic History of Colonial India by Erdener Kaynak
Cover of the book Eating Positive by Erdener Kaynak
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy