Marketing Issues in Western Europe : Changes and Developments

ISBN-13: 9780789028389 / Angielski / Miękka / 2005 / 192 str.

Erdener Kaynak; Frederic Jallat

Opis

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. Chapters are richly referenced, and several include tables and charts to clearly illustrate data.

Spis treści

• Marketing in Western Europe: A Monolith or a Multidimensional Market? (Erdener Kaynak and Frédéric Jallat)
  
• Pan-European Marketing Ten Years After 1993—A Current Appraisal and Proposed Conceptual Framework (Chris Halliburton and Reinhard Hunerberg)
  
• Marketing Consequences of European Internal Market Unification: An Executive Perspective (Don Sciglimpaglia and Massoud Saghafi)
  
• Marketing Practice and Market Orientation: An Exploratory International Study (Roger Palmer and Jaqueline Pels)
  
• The Role of Domestic Animosity in Consumer Choice: Empirical Evidence from Germany (Wolfgang Hinck)
  
• Tradeoffs in Customer-Employee Focus: Implications on Boundary-Spanning Capabilities (Yelena Tsarenko, Felix T. Mavondo, Mark Gabbott, Graham Hooley, and Gordon Greenly)
  
• Price Strategy in the EU: Suggestions to Chinese Exporters in the Light of Anti-Dumping (Jørgen Ulff-Møller Nielsen)
  
• Impact of Fear Appeal in a Cross-Cultural Context (Anne-Marie Vincent and Alan J. Dubinsky)
  
• Index
  
• Reference Notes Included
  

O autorze

Erdener Kaynak, Frederic Jallat