European marketing : readings and cases
Author(s)
Bibliographic Information
European marketing : readings and cases
Addison-Wesley, 1993
- : pbk
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Note
Includes bibliographical references
Description and Table of Contents
Description
A unique book of readings and cases from European authors and contributors including translations of work not previously available in English.
Table of Contents
Introduction: Overview of European Marketing. Formulating European Marketing Strategies. Adapting European Marketing Operations. Organizing European Marketing Processes. Conclusions - New Challenges in Europe?
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