LEADER 04047nam 2200673 a 450 001 9910785976603321 005 20161219111416.0 010 $a0-7619-6604-8 010 $a9786610370122 010 $a1-4462-2938-6 010 $a1-280-37012-2 010 $a1-4129-3234-3 035 $a(CKB)2670000000259632 035 $a(EBL)254735 035 $a(OCoLC)437163345 035 $a(SSID)ssj0000150383 035 $a(PQKBManifestationID)11159954 035 $a(PQKBTitleCode)TC0000150383 035 $a(PQKBWorkID)10280083 035 $a(PQKB)10391165 035 $a(MiAaPQ)EBC254735 035 $a(OCoLC)294859665 035 $a(StDuBDS)EDZ0000067591 035 $a(Au-PeEL)EBL254735 035 $a(CaPaEBR)ebr10080956 035 $a(CaONFJC)MIL37012 035 $a(FINmELB)ELB130965 035 $a(EXLCZ)992670000000259632 100 $a20120405d2004 fy 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt 182 $cc 183 $acr 200 00$aEuropean business and marketing$b[electronic resource] /$fedited by Phil Harris and Frank McDonald 205 $a2nd ed. 210 $aLondon $cSAGE$d2004 215 $a1 online resource (xxxii, 302 p.) $cill 300 $aRev. ed. of: European business and marketing / Phil Harris and Frank McDonald. c1994. 311 $a1-4462-1978-X 311 $a0-7619-6605-6 320 $aIncludes bibliographical references and index. 327 $aCover; 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 Culture 327 $aCase 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 INEOS 327 $aCase 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 Electronics 327 $aCase 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; Index 330 8 $aFully 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. 606 $aMarketing$zEuropean Union countries 607 $aEuropean Union countries$xCommerce 615 0$aMarketing 676 $a381.094 701 $aHarris$b Phil$f1952-$0977247 701 $aMcDonald$b Frank$f1951-$01535607 801 0$bStDuBDS 801 1$bStDuBDS 906 $aBOOK 912 $a9910785976603321 996 $aEuropean business and marketing$93783941 997 $aUNINA