International Strategic Marketing: A European Perspective, McCall, Stone..

Name: International Strategic Marketing: A European Perspective, McCall, Stone..
Brand: Taylor & Francis

Taylor & Francis

International Strategic MarketingA European Perspective\nAuthor(s): J.B. McCall, Marilyn Stone\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780415314176, 978-0415314176\nSynopsis\nAs 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:\n\nmarketing information systems\nmarketing research\nproduct development\npricing issues\ninternational promotion\ndistribution channels.\n\nWith 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 ]