European perspectives in marketing

Erdener Kaynak

Research output: Book/ReportBook

1 Scopus citations

Abstract

Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor: Europe is not a homogenous mass market. it is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten of these countries joined the EU on May 1st, 2004. These countries offer tremendous market opportunities for other European countries, as there is a strong demand in these ten countries for various products and services. Very soon, we will be witnessing the emergence of an enlarged Europe with high market and investment potential.

This resource examines marketing practices and consumer behavior in several EU countries, plus one EFTA country and one Associate EU member country.

Original languageEnglish (US)
PublisherTaylor and Francis
Number of pages166
ISBN (Electronic)9780203050866
DOIs
StatePublished - Jan 1 2012

All Science Journal Classification (ASJC) codes

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting

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