Books

European business and marketing

Available as
Online
Summary

Fully revised to incorporate much modern thinking in Europe this second edition includes material on the Euro and the enlargement of the EU and the development of companies with a European base.

Creator
edited by Phil Harris and Frank McDonald
Format
Books
Publication
  • 2nd ed
  • London : SAGE, 2004
  • London : SAGE, 2004
Physical Details
  • 1 online resource (xxxii, 302 p.) : ill
ISBNs
9781412932349, 1412932343, 9780761966043, 144621978X, 0761966048, 1446229386, 0761966056, 1280370122, 9786610370122
OCLC
ocn437163345, ocn294859665

  • Rev. ed. of: European business and marketing / Phil Harris and Frank McDonald. c1994.
  • Includes bibliographical references and index.
  • English

  • Cover; Contents; List of Figures and Tables and Exhibits; Case Study Contributors; Preface; Acknowledgements; List of Abbreviations and Acronyms; Chapter 1 - The New Europe - Myths and Reality; Chapter 2 - The European Union and the Business Environment; Chapter 3 - The Policies of the Single Economic System of the European Union; Chapter 4 - The European Union and the World Economy; Chapter 5 - European Marketing; Chapter 6 - Political Marketing and Public Affairs; Chapter 7 - Joint Ventures and Strategic Alliances - A European Perspective; Chapter 8 - European Business and Culture
  • Case Study 1: Evaluating European Potential and Expansion Possibilities for a US Furniture CompanyCase Study 2: What's Your Beef? The Role of the Meat and Livestock Commission After the UK BSE Crisis; Case Study 3: Blending Ethics and Modernity the Co-operative Way; Case Study 4: Boutinot Wines Limited; Case Study 5: EVC (1986-94): The European PVC Industry and the Creation of the European Vinyls Corporation (EVC); Case Study 6: EVC (1995-2002): Joint Venture,The Amsterdam Stock Market Flotation and Acquisition by INEOS
  • Case Study 7: Fulham FC: Club-Supporter Relationships 'Come All Ye Faithful'Case Study 8: Gruppo Massone: Acquisition Venture into the UK; Case Study 9: LEGO: The Toy of the Twentieth Century - The Case of the Simple Building Blocks; Case Study 10: Mannesmann Mobilfunk: Distribution Channel Decisions in the Growth Phase of the Mobile Phone Market in Germany; Case Study 11: European Butter Battles the New Zealand Dairy Board and Spreadable Butter; Case Study 12: Perkins Foods: The Place of Public Relations in the Profile of a European Food Business; Case Study 13: Royal Philips Electronics
  • Case Study 14: Shell: Environmental Stance in Eastern and Western EuropeCase Study 15: The Stena Case: Pricing Strategy; Case Study 16: Unilever Group: Marketing Strategies for Eastern Europe; Index
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