European Marketing

The aim of this book is to alert the reader to the opportunities that exist within Europe and provide clear guidelines for developing and implementing an effective pan-European marketing strategy. Against a background of the key economic and political changes and the various European markets and cultures, coverage is given to identifying European customers, market segmentation, strategy options, the balance between pan-European, regional and national marketing, product, pricing and promotion decisions, logistics and distribution, staff development, market research, organization, planning and control, budgeting and much more. The author draws on his considerable research into current market activities of companies operating in Europe and illustrates the text throughout with numerous detailed case studies.