Euromarketing and the Future
Erdener Kaynak
Be prepared for the future of international marketing!
The future of your business depends on your ability to anticipate changes and developments in consumer behavior. Euromarketing and the Future helps you chart a course for success through the diverse and challenging European markets, presenting research and theory on where they’ve been, where they’re going, and what’s likely to happen when they get there. This unique book doesn’t use tarot cards, fortune tellers or a crystal balljust an international panel of business scholars who draw on their extensive experience to help you develop effective management and marketing plans for ... Read more
- a political-economic look at the implications of European unification on the last 50 years to make some predictions for the next 50
- content analysis of international Web sites that encourage cross-border sales
- a survey of small retail business managers in Romania on what the influx of large foreign retail chains means to their futures
- a global paradigm marketing model that illustrates consumer/citizen, institutional, and macro-environmental interdependencies
- global product and marketing strategies for globalising ICT companies
- and much more!
No one can predict the future. But through thoughtful analysis and examination of major political and economic developments in Western and Eastern Europe, Euromarketing and the Future gives you the head start you need to prepare your business for the likely changes in consumer behavior and marketing that lie ahead.
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