European Business and Marketing - Brossura

Phil Harris; Frank McDonald

Brossura

ISBN 10: 0761966056 ISBN 13: 9780761966050

Casa editrice: SAGE Publications Ltd, 2004

Riassunto

The second edition of European Business and Marketing will be published in 2000 in time for the millennium and has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. The text has been researched and written especially for students on undergraduate and post graduate courses, who need to understand modern European marketing, the European Union and the distinct features that are emerging in the World's largest market place.

The second edition of the successful European Business and Marketing text has been fully revised and includes new chapters on marketing strategy in Euro

Su questo libro

L'autore

Phil Harris Is Executive Dean of the Faculty of Business, Enterprise and Life Long Learning and holder of the Westminster Chair of Marketing and Public Affairs at the University of Chester and a Director of the Chester International Centre for Corporate and Public Affairs Research . He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Phil has organised major conferences such as Machiavelli at 500, the Academy of Marketing Conference and was invited to address the Beijing Forum at Peking University in 2011.He is joint founding editor of the Journal of Public Affairs and a member of a number of international editorial and advisory boards and has published extensively over 150 publications in the area of Chinese business, lobbying, entrepreneurship, political marketing, public affairs, relationship marketing and international trade. He is editor of the Sage Advanced Marketing series and founded the Chester Forum in 2010 as an annual think tank to generate critical knowledge and networks to underpin economic development and social cohesion in his region. Phil in 1996 coined the term "Machiavellian Marketing" in 1996 to explain the complex interface communications interface between Government and Business, strategic political lobbying. He has been actively involved in public affairs for two decades

Contenuti

PART ONE: STRUCTURE OF THE ECONOMIC UNION AND CORE ISSUES
The New Europe - Myths and Reality
The European Union and the Business Environment
The Policies of the Single Economic System of the European Union
The European Union and the World Economy
PART TWO: TACTICS AND IMPLICATIONS FOR THE EUROPEAN UNION
European Marketing
Political Marketing and Public Affairs
Joint Ventures and Strategic Alliances - A European Perspective
European Business and Culture
PART THREE: CASE STUDIES
American Furniture - Camille P Schuster
Beef BSE - Paul R Baines and Phil Harris
Co-Operative Bank - Monica Gibson-Sweet
Boutinot Wines - Kevin Boles
EVC1 - Phil Harris and Matt Dodd
EVC2 - Phil Harris and Irene Harris
Fulham FC - Sukhbinder S Barn and Paul R Baines
Gruppo Massone - Claudio Vignali and Gianpaolo Vignali
Acquistion Venture into the UK
LEGO - Hanne Gardner
Mannesmann - H J Schmengler and Matthias Thieme
New Zealand Dairy Board - Maureen Benson-Rea and Richard Hadley
Perkins Foods - Danny Moss and David Davies
Philips - Matt Dodd, Irene Harris and Phil Harris
Shell - Liz Walley and Julia Clarke
Stena Line - Audrey Gilmore and Daivd Carson
Unilever - Julia Djarova and Carla Millar

Su questa edizione

• Editore: SAGE Publications Ltd
• Data di pubblicazione: 2004
• ISBN 10: 0761966056
• ISBN 13: 9780761966050
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 336
• Redattore: Harris Phil, McDonald Frank