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European Business and Marketing (Paperback, 2nd Revised edition)
Loot Price: R1,428
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European Business and Marketing (Paperback, 2nd Revised edition)
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European Business and Marketing is published at the beginning of
the new millennium and incorporates much modern thinking in Europe.
It includes material on the Euro and the enlargement of the
European Union (EU) and the development of global companies with a
European base. The text has been researched and written especially
for students on undergraduate and postgraduate courses, who need to
understand modern European marketing, the EU and the distinct
features that are emerging in the world's largest marketplace. The
text includes chapters on marketing strategy in Europe and business
culture. It also covers such issues as the expansion of the Union,
the development of the Euro as a single currency, economic and
monetary policy. The text looks at Europe holistically and builds
on modern theoretical concepts to look at the present state of
business in European and future trends. Through seven core chapters
the reader is introduced to the issues that are emerging within the
EU and its relations to the wider Europe and the rest of the world.
The book introduces the following significant themes: 1. The
importance of small to medium sized businesses, regionalism and
networks within Europe. 2. The history and origins of the
development of the EU, how it operates and is likely to develop. 3.
The EU and its business and political relationship with the rest of
the world - the EU is the major negotiator with the US in the World
Trade Organisation talks and brokers trade across the world. 4.
Marketing and how it is being developed across Europe. 5. The
continued growth of joint ventures, strategic alliances and
acquisitions in European business. 6. The distinct features of
European business culture, both locally and across borders. 7. How
business is internally evolving within the European Union. These
seven themes are backed up by integrated case studies for European
Business and Marketing, providing an opportunity for analysis and
discussion of the changes happening and the unique features of the
European business market. The case studies include material from
the industrial and service sectors and cover both joint venture,
multinational, state controlled and small to medium sized
companies. Thus the book looks at a number of types of companies
and investigates the strategic, organizational, marketing and
operational features that they adopt in meeting the needs and
challenges of operating in the world's most developed trading
block. Readership: Those taking undergraduate and MBA or equivalent
courses in marketing, international marketing,
European/international business, business studies and strategic
management. It will also be of use to modern managers and
practitioners already operating in Europe and be of direct
relevance to those looking at ways of generating economic
development either in the State or private sector. Cases: Anchor
Butter - Bread and butter issues about trade between New Zealand
and UK Belarus - Trying to develop entrepreneurs in a transition
economy Co-op Bank - Green Environmentalism Digital Television -
Launching the technological future, how to market in the unknown
European Vinyls Corporation 1 - The development of a European major
joint venture company EVC2 - The change from a joint venture to a
limited company of a major European company Gruppo Masone - Italian
repositioning IKEA - A modern retailing phenomenon Lego - Competing
in the toy market Malaga Bank - The development of regional banking
Mansesman - German marketing Peugeot - Positioning car
manufacturers in a highly competitive market Phillips - Rebranding
within a major conglomerate Shell - Positioning itself in the
environment Skoda - Relaunching a major brand Sunday Trading -
lobbying to amend legislation to allow Sunday shopping Tiara Paints
- Marketing paint in Italy
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