The marketing challenges within the enlarged single European market /

The aim of this e-book is to portray the diversity of views existing on the complexity of marketing approaches in the enlarged European Union. Moreover, this e-book will reach readers just at a time when Europe is about to absorb the second wave of eastward enlargement and that will pose new challen...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Paliwoda, Stanley J.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bradford, England : Emerald Group Pub., Ã2007.
Colección:European journal of marketing ; vol. 41, no. 3/4.
Temas:
Marketing > Europe.
Industrial management > Europe.
Gestion d'entreprise > Europe.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Industrial management
Marketing
Europe
Acceso en línea:Texto completo
Tabla de Contenidos:
  • The marketing challenges within the enlarged Single European Market
  • Competitive advantage in the marketing of products within the enlarged European Union
  • Designing the marketing-sales interface in B2B firms
  • Brand strategies of Western MNCs as drivers of globalization in Central and Eastern Europe
  • Positioning of retail stores in Central and Eastern European accession states
  • Determinants and antecedents of general attitudes towards advertising
  • Cross-national differences in consumer response to the framing of advertising messages
  • Economics and politics of advertising: evidence from the enlarging European Union
  • A cross-cultural comparison of self-serive technology use
  • An examination of cross-border shopping behaviour in South-East Europe
  • The practical aspect of British companies establishing and devoping business in Poland.

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