The marketing challenges within the enlarged single European market / guest editor Stanley Paliwoda.

Format:

Book

Contributor:

Paliwoda, Stanley.

Series:

European Journal of Marketing ; 41, no. 3/4

Language:

English

Subjects (All):

Marketing--Europe.

Marketing.

Industrial management--Europe.

Industrial management.

Physical Description:

1 online resource (1 v.)

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2007.

Language Note:

English

Summary:

The aim of this e-book is to portray the diversity of views existing on the complexity of marketing approaches in the enlarged European Union.Moreover,this e-book will reach readers just at a time when Europe is about to absorb the second wave of eastward enlargement and that will pose new challenges.This e-book is the culmination of the efforts and contributions of many authors and reviewers who are passionate about the opportunities,threats and challenges created by the EU enlargement process.

Contents:

Cover

CONTENTS

EDITORIAL REVIEW BOARD

The marketing challenges within the enlarged Single European Market

Competitive advantage in the marketing of products within the enlarged European Union

Designing the marketing-sales interface in B2B firms

Brand strategies of Western MNCs as drivers of globalization in Central and Eastern Europe

Positioning of retail stores in Central and Eastern European accession states

Determinants and antecedents of general attitudes towards advertising

Cross-national differences in consumer response to the framing of advertising messages

Economics and politics of advertising: evidence from the enlarging European Union

A cross-cultural comparison of self-service technology use

An examination of cross-border shopping behaviour in South-East Europe

The practical aspects of British companies establishing and developing business in Poland.

Notes:

Bibliographic Level Mode of Issuance: Monograph

ISBN:

1-280-84738-7

9786610847389

1-84663-369-9

OCLC:

182530203