{"product_id":"european-perspectives-in-marketing-1","title":"European Perspectives in Marketing","description":"\u003cp\u003eImprove your grasp of contemporary European marketing issues with these fascinating case studies and analyses!\u003cbr\u003e\u003cbr\u003eFrom the editor:\u003cbr\u003e\u003ci\u003eEurope 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.\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003eThis 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:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e outsourcing industrial products from Eastern and Central European suppliers\u003cbr\u003e \u003c\/li\u003e\n\u003cli\u003e cross-cultural differences in the effect of advertising repetition and sizewith a case study from Germany\u003cbr\u003e \u003c\/li\u003e\n\u003cli\u003e the internationalization of small high-tech firmswith case examples from Norway\u003cbr\u003e \u003c\/li\u003e\n\u003cli\u003e the impact of the euro on Italian consumers’ currency adjustment strategieshave 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?\u003cbr\u003e \u003c\/li\u003e\n\u003cli\u003e international antitrust strategies and the policies of Pepsi and Coke in Europe as compared to in the United Statesand a look at the managerial and public policy implications of US and EU antitrust regulations\u003cbr\u003e \u003c\/li\u003e\n\u003cli\u003e recent advances in Information \u0026amp; Communication Technology (ICT) and how they can reduce the communication barriers between and within geographically dispersed organizations\u003cbr\u003e \u003c\/li\u003e\n\u003cli\u003e 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\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Taylor \u0026 Francis Inc","offers":[{"title":"Default Title","offer_id":54224721477976,"sku":"9780789025685","price":192.2,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780789025685_c2475fb6-92fc-4a9a-b954-3bef5af66d07.jpg?v=1779333339","url":"https:\/\/agendabookshop.com\/products\/european-perspectives-in-marketing-1","provider":"Agenda Bookshop","version":"1.0","type":"link"}