A new leading textbook on international marketing, this comprehensive text provides an in-depth appreciation of the theory and practice of its subject from a European perspective, while considering the role of Europe within global marketing.
The book uses case studies to develop an understanding of international marketing principles for firms operating in Europe, including MNCs, SMEs and firms in the Fast Moving Consumer Goods market, as well as examples from both the industrial market and the service industries. It also covers the global marketing opportunities in Far Eastern markets and the third world, and the many developments within the European Union and the Single European Market. With a comprehensive subject approach, this book helps readers develop an understanding of marketing firms in Europe that is firmly based in illustrative examples.
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