Купить International Marketing

International Strategic Marketing A European Perspective
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 synthesizes 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 (EU) 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 Organization (WTO),
the authors examine and evaluate the real contribution the EU makes to world trade, while also
considering the challenges of global cultural diversity as marketers learn to work across cultural
borders.
Other topics covered include international aspects of:

Marketing Information Systems

Marketing research

Product development

Pricing issues

Promotion

Distribution channels

Planning.