Overview
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 systems
- marketing research
- product development
- pricing issues
- international promotion
- distribution 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
This book title, International Strategic Marketing (A European Perspective), ISBN: 9780415314176, by J.B. McCall, Marilyn Stone, published by Taylor & Francis (April 15, 2004) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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