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Euromarketing and the Future (Hardcover)
Loot Price: R2,702
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Euromarketing and the Future (Hardcover)
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Be prepared for the future of international marketing! The future
of your business depends on your ability to anticipate changes and
developments in consumer behavior. Euromarketing and the Future
helps you chart a course for success through the diverse and
challenging European markets, presenting research and theory on
where they've been, where they're going, and what's likely to
happen when they get there. This unique book doesn't use tarot
cards, fortune tellers or a crystal balljust an international panel
of business scholars who draw on their extensive experience to help
you develop effective management and marketing plans for the years
to come. Euromarketing and the Future examines European marketing
systems of the past and present to forecast Europe's likely role in
the global economy. The book addresses e-commerce and the Internet
as they relate to Europe; privatization and the move toward a
market economy in Eastern Europe; the effect of global politics on
marketing; Delphi research on possible scenarios that could play
out over the next few decades; and how the outlook of consumers
(optimistic or pessimistic) can affect the market's future.
Euromarketing and the Future includes: a political-economic look at
the implications of European unification on the last 50 years to
make some predictions for the next 50 content analysis of
international Web sites that encourage cross-border sales a survey
of small retail business managers in Romania on what the influx of
large foreign retail chains means to their futures a global
paradigm marketing model that illustrates consumer/citizen,
institutional, and macro-environmental interdependencies global
product and marketing strategies for globalising ICT companies and
much more! No one can predict the future. But through thoughtful
analysis and examination of major political and economic
developments in Western and Eastern Europe, Euromarketing and the
Future gives you the head start you need to prepare your business
for the likely changes in consumer behavior and marketing that lie
ahead.
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