As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:
marketing information systemsmarketing researchproduct developmentpricing issuesinternational promotiondistribution channels.With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike.
Visit the Companion website at www.routledge.com/textbooks/0415314178
- ISBN10 6610036179
- ISBN13 9786610036172
- Publish Date 15 April 2004 (first published 1 January 2004)
- Publish Status Active
- Out of Print 21 August 2012
- Publish Country US
- Imprint Taylor & Francis Group
- Format eBook
- Language English