European Perspectives in Marketing

European Perspectives in Marketing
Author :
Publisher : Routledge
Total Pages : 184
Release :
ISBN-10 : 9781136427510
ISBN-13 : 1136427511
Rating : 4/5 (10 Downloads)

Book Synopsis European Perspectives in Marketing by : Erdener Kaynak

Download or read book European Perspectives in Marketing written by Erdener Kaynak and published by Routledge. This book was released on 2012-12-06 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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


European Perspectives in Marketing Related Books

European Perspectives in Marketing
Language: en
Pages: 184
Authors: Erdener Kaynak
Categories: Business & Economics
Type: BOOK - Published: 2012-12-06 - Publisher: Routledge

DOWNLOAD EBOOK

Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor: Europe is not a homogenous mass
Cross-Cultural Marketing
Language: en
Pages: 352
Authors: Vescovi, Tiziano
Categories: Business & Economics
Type: BOOK - Published: 2022-01-20 - Publisher: Edward Elgar Publishing

DOWNLOAD EBOOK

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between E
International Strategic Marketing
Language: en
Pages: 286
Authors: Marilyn A. Stone
Categories: Business & Economics
Type: BOOK - Published: 2004 - Publisher: Psychology Press

DOWNLOAD EBOOK

This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering t
Marketing Communications
Language: en
Pages: 641
Authors: Patrick De Pelsmacker
Categories: Business & Economics
Type: BOOK - Published: 2013-07-04 - Publisher: Pearson Higher Ed

DOWNLOAD EBOOK

Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications wit
Entrepreneurship in a European Perspective
Language: en
Pages: 514
Authors: Christine K. Volkmann
Categories: Business & Economics
Type: BOOK - Published: 2010-11-05 - Publisher: Springer Science & Business Media

DOWNLOAD EBOOK

This textbook focuses on the management challenges of founding a new venture and managing its rapid growth as the firm evolves. It covers crucial management are