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Euromarketing : effective strategies for international trade and export

Author: Erdener Kaynak; Pervez N Ghauri
Publisher: New York : International Business Press, ©1994.
Edition/Format:   Print book : EnglishView all editions and formats
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Genre/Form: Aufsatzsammlung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Erdener Kaynak; Pervez N Ghauri
ISBN: 1560244275 9781560244271 1560244283 9781560244288
OCLC Number: 27935866
Description: xxxi, 361 pages : illustrations, maps ; 23 cm
Contents: Foreword / Kenneth Simmonds --
Preface / Arch G. Woodside --
Introduction / Erdener Kaynak and Pervez N. Ghauri --
Current status of European marketing: introduction / Erdener Kaynak and Pervez N. Ghauri --
The Challenges of European Community (EC) industrial policy / Cecilia Andersen --
The European internal market: between Scylla and Charybdis? / Bert Piëst and Henk Ritsema --
Consumer behavior and marketing issues in the Europe of post-1992 / Erdener Kaynak and Pervez N. Ghauri --
Marketing planning and 1992: observations and expectations / Peter S.H. Leeflang and Charles P. de Mortanges. Model for defensive marketing strategy with examples from the Europe 1992 context / Roger J. Calantone, C. Anthony di Benedetto and Curtis E. Harvey --
Marketing mix strategies in the Europe of post-1992 / Gianluigi Guido --
Marketing in Europe beyond 1992: the challenge of a mix between global and loca marketing strategies / Riccardo Varaldo and Andrea Piccaluga --
East and Central European marketing: 1992 and beyond / Gabor Hovanyi --
U.S./Hungarian joint ventures: an opportunity for entering new markets / Robert D. Hisrich and Jan Jones --
Decision processes in strategic alliances: dessigning and implementing international joint ventures in Eastern Europe / Arch G. Woodside and József Kandikó --
Fortress Europe: which industries are most vulnerable? / Trina L. Larsen and Robert T. Green. A Normative framework for assessing marketing strategy implications of Europe 1992 / Subhash C. Jain and John K. Ryans, Jr. --
European marketing: future directions / Pervez N. Ghauri and Erdener Kaynak.
Responsibility: Erdener Kaynak, Pervez N. Ghauri, editors.

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Linked Data


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