Euromarketing: Effective Strategies for International Trade and Export

by Erdener Kaynak, Pervez N Ghauri

Euromarketing: Effective Strategies for International Trade and Export increases understanding of the strategic aspects of international marketing in Europe and highlights the past, present, and future of European marketing. Although a substantial body of literature is available on the marketing behavior and practices of business in the international context, strategic planning aspects of international marketing have not been studied adequately. Euromarketing: Effective Strategies for International Trade and Export focuses on marketing studies of specific regions to provide international managers with insights into their international marketing performance. This book presents the results of comparative studies conducted among countries of Europe and contrasts the results and managerial implications with those obtained by international marketing scholars and practitioners elsewhere.

The European community is going to play an extremely important role in the coming global business arena. Multinational corporations, government agencies, professors, researchers, and students can seek out opportunities in the new European market once they have updated their knowledge of how this market may function. The topics covered in Euromarketing provide for this knowledge with new data and insight on:

361 pages, Hardcover

First published June 13, 1994

About the author

Mr. Kaynak is Professor of Marketing and Assistant Director for Research and Planning in the School of Business Administration at Pennsylvania State University at Harrisburg.