• Summary
  • Contents
  • Subject index

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

European Marketing
European marketing
PhilHarrisFrankMcDonald

European marketing has similarities to international marketing in that it involves managing the multitude of decisions necessary when selling products (goods, services and combinations of goods and services) across frontiers. These frontiers lead to barriers that differentiate European marketing from domestic marketing. ...

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