European Perspectives In Marketing

European Perspectives in Marketing PDF
Author: Erdener Kaynak
Publisher: Routledge
ISBN: 1136427511
Size: 25.48 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 182
View: 4596

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Book Description: 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

Marketing Communications

Marketing Communications PDF
Author: Patrick De Pelsmacker
Publisher: Pearson Education
ISBN: 9780273773221
Size: 68.67 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 615
View: 155

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Book Description: This book provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing.

European Perspectives On Consumer Behaviour

European Perspectives on Consumer Behaviour PDF
Author: Mary Lambkin
Publisher:
ISBN:
Size: 60.10 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : en
Pages : 432
View: 5573

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Book Description: With titles such as, "The Changing Consumer in the European Union", "How Consumers Trade Off Behavioral Costs and Benefits", and "Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputations as Signals of Product Quality", this book offers a unique collection of forty of the most well-known and influential European consumer behavior papers from the last twenty years. Covers the four key areas of the foundations of consumer behavior, individual processes, social influences, and alternative approaches.

European Perspectives In Psychology Work And Organizational

European Perspectives in Psychology  Work and organizational PDF
Author: Pieter Johan Diederik Drenth
Publisher:
ISBN:
Size: 35.37 MB
Format: PDF, ePub
Category : Clinical health psychology
Languages : en
Pages :
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Book Description:

Global Perspectives In Marketing For The 21st Century

Global Perspectives in Marketing for the 21st Century PDF
Author: Ajay K. Manrai
Publisher: Springer
ISBN: 3319173561
Size: 36.43 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 505
View: 5509

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Book Description: This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21st Century. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Inside Fortress Europe

Inside Fortress Europe PDF
Author: Colin Egan
Publisher: Addison-Wesley
ISBN:
Size: 35.39 MB
Format: PDF, Docs
Category : Business
Languages : en
Pages : 227
View: 2010

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Book Description: This book is essential reading for anyone from any company doing business in the European single market. It describes how companies outside of Europe have developed strategies to compete successfully in this turbulent European market. The authors reveal how to meet the challenges of the new European market, highlighting key strategic and operational issues and proposing an agenda for action.

European Perspectives On Behavioural Law And Economics

European Perspectives on Behavioural Law and Economics PDF
Author: Klaus Mathis
Publisher: Springer
ISBN: 3319116355
Size: 10.91 MB
Format: PDF
Category : Law
Languages : en
Pages : 271
View: 4062

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Book Description: This anthology highlights the theoretical foundations as well as the various applications of Behavioural Law and Economics in European legal culture. By the same token, it fosters the dialogue between European and American Law and Economics scholars. The traditional neo-classical microeconomic theory explains human behaviour by using Rational Choice. According to this model, people tend to maximize the difference between expected utility and cost (“expected utility theory”). This theory includes three assumptions: (1) unbounded rationality, (2) unbounded self-interest, and (3) unbounded willpower. Behavioural Economics questions these assumptions and endeavours to render economic analysis more realistic by underpinning it with psychological insights. In recent years, the influence of Behavioural Economics on the Economic Analysis of Law has gained momentum. Behavioural Law and Economics generates a better theoretical understanding of legal phenomena and offers a multitude of applications in legislation and legal adjudication. This volume is testament to the growing and thriving Law and Economics movement in Europe. The European Law and Economics community has steadily grown and the yearly Law and Economics Conference at the law faculty of the University of Lucerne has successfully become a guiding star in the vast sky of Law and Economics.

Ethics And Consultancy European Perspectives

Ethics and Consultancy  European Perspectives PDF
Author: Heidi von Weltzien Hoivik
Publisher: Springer Science & Business Media
ISBN: 9780792333777
Size: 58.82 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 283
View: 6897

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Book Description: This volume explores consultancy at many levels, in different fields and in different countries, including Eastern Europe. The focus is on the ethics of consultants in government, private enterprises, or those who are lobbying large organizations, with an emphasis on Eastern Europe. This book gives readers an insight into just how difficult it can be to behave `properly' in today's consulting world.

Strategies Of Growth

Strategies of Growth PDF
Author: Peter McKiernan
Publisher:
ISBN:
Size: 39.15 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 174
View: 1952

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Book Description: The growth-share matrix has dominated much recent thinking about business strategy, often over-simplifying the problems managers face and ignoring the needs of low-growth enterprises. This is a book about strategic choices. The author draws together competing theories on strategy and competitiveness and relates them to the needs of different types of enterprise in the real world beyond the classroom. The result is an innovative approach to key issues in marketing, internationalization and corporate recovery that should be essential reading for those who need a fuller understanding of business strategy. Relating theory to current practice and to contemporary examples from around the world, the author has importamt lessons to offer, both for high-growth and low-growth enterprises. His book opens up the debate about corporate strategy in a way that will radically recast much current thinking about management decision-making. Alongside other titles in the Routledge Series in Analytical Management, this is an essential tool for today's manager and MBA student who need to break out of comfortable orthodoxies and address the real problems facing managers.

Marketing Fundamentals

Marketing Fundamentals PDF
Author: BRONIS VERHAGE;MARJOLEIN VISSER.
Publisher:
ISBN: 9789001853235
Size: 28.34 MB
Format: PDF, Mobi
Category : BUSINESS & ECONOMICS
Languages : en
Pages :
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Book Description: Marketing Fundamentals is the European edition of Grondslagen van de marketing, the market leader in the Netherlands for over 25 years that has created a great deal of enthusiasm for marketing. This bestseller of Dr. Bronis Verhage - Professor of Marketing at Georgia State University in Atlanta - offers a European perspective on marketing, embedded in a global context. Relevant topics in marketing are illustrated by a diverse selection of analyses of both successes and failures in marketing strategies, including service marketing, B2B marketing and green marketing. The 'Practitioner's Perspectives' and 'Professor's Perspectives' in each chapter provide insightful opinions and ideas on key issues in marketing management. The engaging, accessible writing style will appeal to non-native speakers of English as well. The accompanying website offers students additional tests, a definition trainer, glossaries and PowerPoint presentations. Teachers will find teaching notes online, as well as presentations and "Toets-op-Maat". The third edition of Marketing Fundamentals focuses more on digital marketing topics like search engine marketing, social media marketing, customer insights, the customer journey, content marketing, mobile marketing and e-commerce. Also, news examples and cases are added in this new edition. Marketing Fundamentals is suitable for first year students of English economic studies in higher education"