Marketing Issues in Western Europe: Changes and Developments

Routledge
2
Free sample

Be prepared for the differences in marketing across European borders!

Europe is not a uniform market. Each country is comprised of differing marketing systems of varying importance. Marketing Issues in Western Europe: Changes and Developments clears the fog from marketing practices and strategic issues for this crucial area of the business world. This detailed examination of Western European industries and marketing practices not only clearly explores the shifting trends within the countries described, but can also be seen as a bellwether for neighboring regions on the continent. Respected international experts provide an up-to-date inside look at what the pressing concerns are and what unique strategies work for business in various sectors.

The European Union’s birth can be traced back to 1951 when six countries of Western Europe banded together to form what was then known as the European Coal and Steel Community. Since then, Western Europe has played a significant role as the nucleus for the important marketing trends and industry changes for the entire EU. Marketing Issues in Western Europe: Changes and Developments provides conceptual frameworks, illustrative case studies, deep analytical insights into marketing issues, detailed empirical data, and thoughtful propositions for future testing. International business researchers, business and marketing consultants, developmental agencies, and companies prospectively interested in investment will find this book to be crucial for making decisions involving marketing in the countries of the EU or the rest of the continent. Chapters are richly referenced, and several include tables and charts to clearly illustrate data.

Marketing Issues in Western Europe: Changes and Developments includes:
  • a thought-provoking look at the multidimensional state of marketing in Western Europe
  • a probing appraisal of Pan-European marketing with a proposed conceptual framework
  • a review of the marketing consequences of internal market unification
  • an exploratory study of marketing practice and market orientation
  • a penetrating look at the role of domestic animosity in consumer choice
  • detailed research describing price strategy in the EU
  • an exploration of the impact of fear appeal in a cross-cultural context
  • and more!

Marketing Issues in Western Europe: Changes and Developments is a probing examination of the dynamic marketing developments in Western European countries to give you the insight needed to effectively prepare for the future.
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Additional Information

Publisher
Routledge
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Published on
Nov 12, 2012
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Pages
192
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ISBN
9781136437595
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Language
English
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Genres
Business & Economics / General
Business & Economics / International / General
Business & Economics / International / Marketing
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Content Protection
This content is DRM protected.
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From the editor:
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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.

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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
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