The second edition of European Business and Marketing will be published in 2000 in time for the millennium and has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. The text has been researched and written especially for students on undergraduate and post graduate courses, who need to understand modern European marketing, the European Union and the distinct features that are emerging in the World's largest market place. The second edition of the successful European Business and Marketing text has been fully revised and includes new chapters on marketing strategy in Euro
Chapter 1: The New Europe – Myths and Reality
The New Europe – Myths and Reality
‘In the end each nation
is no more than a flock
of timid and hardworking animals
with each government as its shepherd’
Throughout the 1990s and the early years of this millennium, Europe, and particularly the European Union (EU) has become less glamorous to students, researchers and business people because of popular anti-EU mythology. The EU is ...