Marketing In Europe
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International Strategic Marketing
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Author : J.B. McCall
language : en
Publisher: Routledge
Release Date : 2004-07-31
International Strategic Marketing written by J.B. McCall and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-07-31 with Business & Economics categories.
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
Marketing In Europe
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Author : Jordi Montaña
language : en
Publisher: SAGE Publications Limited
Release Date : 1994
Marketing In Europe written by Jordi Montaña and has been published by SAGE Publications Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
Illustrates different aspects of marketing by European-based companies, who market their products in Europe and elsewhere. The work covers issues such as international market segmentation, advertising, branding and pricing, distribution and new product development.
Marketing In Europe
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Author :
language : en
Publisher:
Release Date : 1990
Marketing In Europe written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with categories.
Marketing Issues In Western Europe
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2004
Marketing Issues In Western Europe written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Marketing Issues in Western Europe: Changes and Developments has been co-published simultaneously as Journal of Euromarketing, volume 14, numbers 1/2 2004.
Advertising In Europe
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Author : Silke Tischendorf
language : en
Publisher:
Release Date : 2013-08
Advertising In Europe written by Silke Tischendorf and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08 with categories.
Essay from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7 (A-), University of Applied Sciences Worms (European Business Management), course: European Studies, language: English, comment: Addresses questions from the advertising industry, such as: does beauty attracts customers? and: what abilities must a person have to work in advertisement? Without secondary literature., abstract: For many years, beauty has been used as a marketing and advertising tool. In this essay I would like to explore the meaning and use of beauty in advertising, what the aesthetic function of advertising means and how it is related to the persuasive function and the perlocutionary effect. Advertising uses beauty as a communication tool to increase interest in a company's product or service through making it aspirational. The prevalence of attractive models in advertising testifies to the general belief concerning their efficacy as a vehicle of promotion. Attractive models might be effective in altering individual's impressions of products. Beauty can infer personal characteristics, abilities and motivations which can support the promotion of various products. The aesthetic criteria remain centrally relevant to many advertising decisions. Many products have aesthetic components, most often by conscious design. In fact, countless products are differentiated from others only on the basis of aesthetic criteria. This implies that aesthetic elements form important dimensions for information processing and attitude formation. Sometimes aesthetic motives may dominate, or even overwhelm utilitarian motives, meaning that sometimes aesthetic attributes may be determining factors in consumer choice. Beauty in terms of advertising is defined by adjectives such as attractive, good-looking, classy, sexy, elegant and pretty. Things are perceived to be beautiful depends on the person you ask, because judgment of beauty
Marketing In Central And Eastern Europe
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2014-02-04
Marketing In Central And Eastern Europe written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-02-04 with Business & Economics categories.
Since the sudden opening of the markets in Central and Eastern Europe (CEE) in 1989, there has been a growing need to investigate the fundamental changes occurring in the countries’marketing environment, the lucrative market opportunities created by the changes, and the inscrutable marketing practice followed by local and international companies. Marketing in Central and Eastern Europe helps you understand the changes taking place in these valuable and challenging markets and introduces you to the emerging opportunities and effective marketing strategies to be employed in the region. Researchers specializing in CEE business; managers of international companies operating in or contemplating entering CEE markets; and students studying CEE business, East-West business, or marketing in transitional economies will better understand the region by examining issues of cross- cultural inquiry, commonality, and market segmentation. Marketing in Central and Eastern Europe also provides you with: a region-relevant market analysis to determine environmental dimensions of emerging markets a preliminary report on market-entry strategies in Poland an assessment of foreign direct investment opportunities in Hungary a study of Western-style marketing applied in transitional economies an analysis of marketization and Westernization used as classifying dimensions information on increasing the validity of post-command economy research and applicationAlthough the book’s chapters cover a variety of topics and use different research approaches and methodologies, they have a common theme--there is a great interest in, and an equally great need to scientifically investigate, rapidly emerging market opportunities, marketing-environment issues, and marketing-strategy problems with respect to transitional economies of Central and Eastern Europe.
Direct Marketing In Europe
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Author : Peter Savage
language : en
Publisher:
Release Date : 1992-01-01
Direct Marketing In Europe written by Peter Savage and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992-01-01 with Data protection categories.
Food And Agribusiness Marketing In Europe
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Author : Erdener Kaynak
language : en
Publisher: CRC Press
Release Date : 2017-11-22
Food And Agribusiness Marketing In Europe written by Erdener Kaynak and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-22 with Technology & Engineering categories.
This groundbreaking book is the first to provide state-of-the-art information on the current changes and developments in European food and agricultural marketing. Food and Agribusiness Marketing in Europe contains broad and up-to-date coverage of agricultural and food marketing by experts in a variety of European countries including Germany, Greece, Italy, the United Kingdom, France, Ireland, Belgium, the Netherlands, Spain, and Hungary. With chapters selected by the famous marketing specialist Matthew Meulenberg of The Netherlands, this enlightening book allows food and marketing professionals to gain new perspectives on the changing roles of food retailing and food industry in agricultural marketing and the structure of agriculture and food markets.This insightful book introduces readers to the common factors influencing European food marketing today including the stagnating volume of food demand, severe competition between suppliers of agricultural and food products, the overall shift in agricultural marketing towards more market-consumer orientation, and the resulting concern about product development, branding, and customer relationships. Major national differences in food and agricultural marketing in each country are also analyzed, in particular, the problems of implementing European Community legislation in the face of tremendous divergences among member countries in their needs, expectations, and priorities. Some of the other important topics covered in this in-depth book include: European food consumption and consumers food retailing in Europe the impact of the Common Agricultural policy and other government policies on agricultural marketing the conduct of agricultural marketing institutions and agribusinesses and their marketing performances agricultural and food marketing channels in European countries Food and Agribusiness Marketing in Europe is the first resource available that provides essential information on the tremendous changes in food and agricultural marketing in Europe. It is an invaluable reference on European marketing for students and teachers of agricultural marketing, European-oriented agribusiness managers, and internationally oriented agriculture policymakers who need to develop an understanding of food marketing developments in this area of the world.
European Perspectives In Marketing
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2004
European Perspectives In Marketing written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor: Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten of these countries joined the EU on May 1st, 2004. These countries offer tremendous market opportunities for other European countries, as there is a strong demand in these ten countries for various products and services. Very soon, we will be witnessing the emergence of an enlarged Europe with high market and investment potential. This resource examines marketing practices and consumer behavior in several EU countries, plus one EFTA country and one Associate EU member country. With conceptual frameworks, case studies, analytical insights into European marketing issues, empirical data, and propositions for future testing, European Perspectives in Marketing presents clear, understandable writing on: outsourcing industrial products from Eastern and Central European suppliers cross-cultural differences in the effect of advertising repetition and size--with a case study from Germany the internationalization of small high-tech firms--with case examples from Norway the impact of the euro on Italian consumers' currency adjustment strategies--have they successfully adapted to the new currency by substituting their old internal price references (based on the high-denomination lira) with a new set of references that reflects the low-denomination currency of the euro? international antitrust strategies and the policies of Pepsi and Coke in Europe as compared to in the United States--and a look at the managerial and public policy implications of US and EU antitrust regulations recent advances in Information & Communication Technology (ICT) and how they can reduce the communication barriers between and within geographically dispersed organizations why young Turkish adults (high school and university students, and young people in the workforce) purchase and use mobile telephones for symbolic rather than practical reasons
European Business And Marketing
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Author : Phil Harris
language : en
Publisher:
Release Date : 2004
European Business And Marketing written by Phil Harris and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with European Union countries categories.
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.