Marketing in Europe

Marketing in Europe

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Marketing in Europe presents an invaluable set of case studies designed to highlight key international marketing issues posed for European organizations, including major international companies based in Europe. Problem- and student-oriented, the cases consider such themes as the reasons and strategies for qgoing internationalq; European and international branding, pricing, and advertising; international distribution; new product development and launch; developing pan-European marketing; and managing global brands in Europe. Throughout this volume, the editors address the factors involved in balancing cross-European approaches with those reflecting local and national cultures and consumption patterns. Marketing in Europe is an essential resource for all students of international marketing and business.advertising materials across Europe, so as to enhance the total impact on customers of Volvo truck communications. Secondly, he ... The platform did not dictate the actual content of messages which importers and dealers could use in their ... Volvoa#39;s service philosophy was based on the principle of preventive maintenance.

Title:Marketing in Europe
Author: Jordi Montaña
Publisher:Sage Publications Ltd - 1994

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