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International Marketing in Europe

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.

Edited byMaja Szymura-Tyc
ISBN978-83-7246-754-6
Rok wydania2012
Liczba stron237
Format B5
Wersja elektroniczna
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