|About the Book|
As Europe continues to change, marketing efforts on that continent become increasingly challenging. This decade has witnessed unprecedented changes in Europe. The creation of the single market, the formation of the European Economic Area, freedom forMoreAs Europe continues to change, marketing efforts on that continent become increasingly challenging. This decade has witnessed unprecedented changes in Europe. The creation of the single market, the formation of the European Economic Area, freedom for Eastern European countries, and the reunification of Germany all serve to create, for todays marketers, the largest potential marketplace in the world. Yet, despite the unrivalled opportunities this new Europe brings, the diverse collection of cultures and economies means just as many challenges. It is this paradox that Richard Lynch addresses in this penetrating and thorough study of the rapidly changing European markets, including the emerging new Eastern European economies. In European Marketing, the author provides clear guidelines for developing and implementing effective pan-European marketing strategies and plans. With detailed background information on the major economic and political changes and the various European markets and cultures, it covers all the key issues: identifying European customers- market segmentation- strategy options- pan-European, regional, and national marketing- product, pricing, and promotion- logistics and distribution- human resources and organizational issues- marketing research- marketing, planning, and control- budgeting, and more. Based on considerable research into the current marketing activities of companies operating in Europe and illustrated throughout with detailed North American examples and checklists, European Marketing provides facts, advice, and a clear structure that will prove invaluable to company managers, marketers, students of business and marketing, and all those hoping to benefit from the potential offered by the creation of the new Europe.