International Strategic Marketing A European Perspective

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Synopsis

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.
Visit the Companion website at www.routledge.com/textbooks/0415314178

Book details

Author:
J. B. McCall, Marilyn Stone
ISBN:
9781134494101
Related ISBNs:
9780415314169
Publisher:
Taylor and Francis
Pages:
N/A
Reading age:
Not specified
Includes images:
No
Date of addition:
2018-01-07
Usage restrictions:
Copyright
Copyright date:
2004
Copyright by:
N/A 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction