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As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. International Strategic Marketing: A European Perspective is a topical text that expands upon existing international marketing theory and synthesises it with colourful examples of relevant international marketing practice. With a strong theoretical framework, this text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. With cases such as the banana, grain and steel trade disputes with the US and World Trade Organisation...