About this ebook
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
About the author
Professor Phil Harris is Professor Emeritus at the University of Chester and was previously Executive Director of the Business Research Institute and held the Westminster (Grosvenor) Chair in Marketing and Public Affairs. He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Prior to becoming an academic he held positions in the international chemical, and foods industries with ICI and RHM and has chaired or been a board member of the American Marketing Association, Academy of Marketing, and the Australian and New Zealand Marketing Academy. He has advised government on Medium Sized Businesses and Small Business and helped found the Educate North Awards in 2015 and University Enterprise Challenge in 2016 and is very focused on developing high quality entrepreneurs regionally and internationally both in the not for profit, private and public sectors.
