04047nam 2200673 a 450 991078597660332120161219111416.00-7619-6604-897866103701221-4462-2938-61-280-37012-21-4129-3234-3(CKB)2670000000259632(EBL)254735(OCoLC)437163345(SSID)ssj0000150383(PQKBManifestationID)11159954(PQKBTitleCode)TC0000150383(PQKBWorkID)10280083(PQKB)10391165(MiAaPQ)EBC254735(OCoLC)294859665(StDuBDS)EDZ0000067591(Au-PeEL)EBL254735(CaPaEBR)ebr10080956(CaONFJC)MIL37012(FINmELB)ELB130965(EXLCZ)99267000000025963220120405d2004 fy 0engur|||||||||||txtccrEuropean business and marketing[electronic resource] /edited by Phil Harris and Frank McDonald2nd ed.London SAGE20041 online resource (xxxii, 302 p.) illRev. ed. of: European business and marketing / Phil Harris and Frank McDonald. c1994.1-4462-1978-X 0-7619-6605-6 Includes bibliographical references and index.Cover; Contents; List of Figures and Tables and Exhibits; Case Study Contributors; Preface; Acknowledgements; List of Abbreviations and Acronyms; Chapter 1 - The New Europe - Myths and Reality; Chapter 2 - The European Union and the Business Environment; Chapter 3 - The Policies of the Single Economic System of the European Union; Chapter 4 - The European Union and the World Economy; Chapter 5 - European Marketing; Chapter 6 - Political Marketing and Public Affairs; Chapter 7 - Joint Ventures and Strategic Alliances - A European Perspective; Chapter 8 - European Business and CultureCase Study 1: Evaluating European Potential and Expansion Possibilities for a US Furniture CompanyCase Study 2: What's Your Beef? The Role of the Meat and Livestock Commission After the UK BSE Crisis; Case Study 3: Blending Ethics and Modernity the Co-operative Way; Case Study 4: Boutinot Wines Limited; Case Study 5: EVC (1986-94): The European PVC Industry and the Creation of the European Vinyls Corporation (EVC); Case Study 6: EVC (1995-2002): Joint Venture,The Amsterdam Stock Market Flotation and Acquisition by INEOSCase Study 7: Fulham FC: Club-Supporter Relationships 'Come All Ye Faithful'Case Study 8: Gruppo Massone: Acquisition Venture into the UK; Case Study 9: LEGO: The Toy of the Twentieth Century - The Case of the Simple Building Blocks; Case Study 10: Mannesmann Mobilfunk: Distribution Channel Decisions in the Growth Phase of the Mobile Phone Market in Germany; Case Study 11: European Butter Battles the New Zealand Dairy Board and Spreadable Butter; Case Study 12: Perkins Foods: The Place of Public Relations in the Profile of a European Food Business; Case Study 13: Royal Philips ElectronicsCase Study 14: Shell: Environmental Stance in Eastern and Western EuropeCase Study 15: The Stena Case: Pricing Strategy; Case Study 16: Unilever Group: Marketing Strategies for Eastern Europe; IndexFully revised to incorporate much modern thinking in Europe this second edition includes material on the Euro and the enlargement of the EU and the development of companies with a European base.MarketingEuropean Union countriesEuropean Union countriesCommerceMarketing381.094Harris Phil1952-977247McDonald Frank1951-1535607StDuBDSStDuBDSBOOK9910785976603321European business and marketing3783941UNINA