International Marketing in Europe



Autor                     Maja Szymura-Tyc (red.)

ISBN                      978-83-7246-754-6

Liczba stron          237

Format                  170 x 240 mm

Oprawa                 miękka

Rok wydania         2012

Cena                     15 zł




The aim of this book is to provide basic knowledge on international marketing in the European market. It is targeted at students of management, international business and international economic relations, but may also be appreciated by practitioners undertaking activities in the EU market. The handbook contains basic terms and concepts related to international marketing and explains the scope of their use. It presents the diversity of European countries, important from a marketing point of view, and major marketing strategies and tools used by contemporary companies in this market. The considerations are illustrated with mini-cases. The study also includes a chapter on marketing research into the European markets and an Appendix where sources of data indispensable for such research can be found.


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