Diversity in European Marketing : Text and Cases
ISBN
978-3-8349-1420-0
Type
book
Date Issued
2012
Editor(s)
Abstract
This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.
Language
English
Keywords
European Marketing
HSG Classification
contribution to practical use / society
Refereed
No
Publisher
Gabler
Publisher place
Wiesbaden
Start page
273
Subject(s)
Eprints ID
211081