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European business and marketing / edited by Phil Harris and Frank McDonald.

Contributor(s): Material type: TextTextPublisher: London ; Thousand Oaks, Calif. : Sage Publications, 2004Edition: Second editionDescription: xxxii, 302 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0761966048
  • 9780761966043
  • 0761966056
  • 9780761966050
Subject(s): DDC classification:
  • 330.94 22
LOC classification:
  • HF5415.12.E9 H37 2004
Contents:
Pt. I. Structure of the Economic Union and Core Issues -- 1. The New Europe - Myths and Reality -- 2. The European Union and the Business Environment -- 3. The Policies of the Single Economic System of the European Union -- 4. The European Union and the World Economy -- Pt. II. Tactics and Implications for the European Union -- 5. European Marketing -- 6. Political Marketing and Public Affairs -- 7. Joint Ventures and Strategic Alliances - A European Perspective -- 8. European Business and Culture -- Pt. III. Case Studies -- 1. American Furniture / Camille P. Schuster -- 2. Beef BSE / Paul R. Baines and Phil Harris -- 3. Co-operative Bank / Monica Gibson-Sweet -- 4. Boutinot Wines / Kevin Boles -- 5. EVC1 / Phil Harris and Matt Dodd -- 6. EVC2 / Phil Harris and Irene Harris -- 7. Fulham FC / Sukhbinder S. Barn and Paul R. Baines -- 8. Gruppo Massone / Claudio Vignali -- 9. LEGO / Hanne Gardner -- 10. Mannesmann / H. J. Schmengler and Matthias Thieme -- 11. New Zealand Dairy Board / Maureen Benson-Rea and Richard Hadley -- 12. Perkins Foods / Danny Moss and David Davies -- 13. Philips / Matt Dodd, Irene Harris and Phil Harris -- 14. Shell / Liz Walley and Julia Clarke -- 15. Stena Line / Audrey Gilmore and David Carson -- 16. Unilever / Julia Djarova and Carla Millar.
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Revised edition of: European business and marketing / Phil Harris and Frank McDonald. c1994.

Includes bibliographical references and index.

Pt. I. Structure of the Economic Union and Core Issues -- 1. The New Europe - Myths and Reality -- 2. The European Union and the Business Environment -- 3. The Policies of the Single Economic System of the European Union -- 4. The European Union and the World Economy -- Pt. II. Tactics and Implications for the European Union -- 5. European Marketing -- 6. Political Marketing and Public Affairs -- 7. Joint Ventures and Strategic Alliances - A European Perspective -- 8. European Business and Culture -- Pt. III. Case Studies -- 1. American Furniture / Camille P. Schuster -- 2. Beef BSE / Paul R. Baines and Phil Harris -- 3. Co-operative Bank / Monica Gibson-Sweet -- 4. Boutinot Wines / Kevin Boles -- 5. EVC1 / Phil Harris and Matt Dodd -- 6. EVC2 / Phil Harris and Irene Harris -- 7. Fulham FC / Sukhbinder S. Barn and Paul R. Baines -- 8. Gruppo Massone / Claudio Vignali -- 9. LEGO / Hanne Gardner -- 10. Mannesmann / H. J. Schmengler and Matthias Thieme -- 11. New Zealand Dairy Board / Maureen Benson-Rea and Richard Hadley -- 12. Perkins Foods / Danny Moss and David Davies -- 13. Philips / Matt Dodd, Irene Harris and Phil Harris -- 14. Shell / Liz Walley and Julia Clarke -- 15. Stena Line / Audrey Gilmore and David Carson -- 16. Unilever / Julia Djarova and Carla Millar.

Machine converted from AACR2 source record.

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