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European business and marketing /
Fully revised to incorporate much modern thinking in Europe this second edition includes material on the Euro and the enlargement of the EU and the development of companies with a European base.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London ; Thousand Oaks, Calif. :
SAGE,
2003.
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| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Machine generated contents note: pt. I Structure of the Economic Union and Core Issues
- 1. New Europe
- Myths and Reality
- 2. European Union and the Business Environment
- 3. Policies of the Single Economic System of the European Union
- 4. European Union and the World Economy
- pt. II Tactics and Implications for the European Union
- 5. European Marketing
- 6. Political Marketing and Public Affairs
- 7. Joint Ventures and Strategic Alliances
- A European Perspective
- 8. European Business and Culture
- pt. III Case Studies
- 1. American Furniture / Camille P. Schuster
- 2. Beef BSE / Phil Harris / Paul R. Baines
- 3. Co-operative Bank / Monica Gibson-Sweet
- 4. Boutinot Wines / Kevin Boles
- 5. EVC1 / Phil Harris / Matt Dodd
- 6. EVC2 / Irene Harris / Phil Harris
- 7. Fulham FC / Paul R. Baines / Sukhbinder S. Barn
- 8. Gruppo Massone / Claudio Vignali
- 9. LEGO / Hanne Gardner
- 10. Mannesmann / Matthias Thieme / H.J. Schmengler
- 11. New Zealand Dairy Board / Maureen Benson-Rea / Richard Hadley
- 12. Perkins Foods / Danny Moss / David Davies
- 13. Philips / Irene Harris / Matt Dodd / Phil Harris
- 14. Shell / Julia Clarke / Liz Walley
- 15. Stena Line / David Carson / Audrey Gilmore
- 16. Unilever / Julia Djarova / Carla Millar.