European marketing : a guide to the new opportunities
Author(s)
Bibliographic Information
European marketing : a guide to the new opportunities
Kogan Page, c1992
Available at 8 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes index
Description and Table of Contents
Description
The aim of this book is to alert the reader to the opportunities that exist within Europe and provide clear guidelines for developing and implementing an effective pan-European marketing strategy. Against a background of the key economic and political changes and the various European markets and cultures, coverage is given to identifying European customers, market segmentation, strategy options, the balance between pan-European, regional and national marketing, product, pricing and promotion decisions, logistics and distribution, staff development, market research, organization, planning and control, budgeting and much more. The author draws on his considerable research into current market activities of companies operating in Europe and illustrates the text throughout with numerous detailed case studies.
by "Nielsen BookData"