European Business and Marketing: Strategic Issues - Softcover

Harris, Phil; McDonald, Frank

Softcover

ISBN 10: 1853962511 ISBN 13: 9781853962516

Publisher: SAGE Publications Ltd, 1994

Synopsis

This text has been researched and written specifically for students on advanced undergraduate and postgraduate 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.

Many texts covering marketing, strategy and international business tend to have too narrow a view and use old models heavily influenced by early US business school theory, which is now out of date. This text addresses these gaps by looking at Europe holistically and builds on sound theoretical concepts to look at the present state of business in Europe and at future trends.

Through five core chapters, the reader is introduced to the issues that are emerging within the EU and its relations to the wider Europe and to the rest of the world.

The book introduces five significant themes: the importance of small to medium-sized business, regionalism and networks within Europe; the history and origins of the development of the EU and how it operates; the EU and its business and political relationship with the rest of the world; marketing and how it is developing across Europe; and the growth and importance of joint ventures and alliances to European business.

The five core chapters are backed-up by sixteen integrated case studies of European business and marketing. These provide an opportunity for analysis and discussion of the changes happening and the unique features of the European business environment.

The case studies include material from the industrial and service sectors and cover both joint venture, multinational, state-controlled and small to medium-sized companies. Thus the book looks at a number of types of companies and investigates the strategic, organizational, marketing and operational features that they adopt in meeting the needs and challenges of operating in the world′s largest trading block.

About this title

About the Author:

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

About this edition

• Publisher: SAGE Publications Ltd
• Publication date: 1994
• ISBN 10: 1853962511
• ISBN 13: 9781853962516
• Binding: Paperback
• Edition number: 1
• Number of pages: 272