Euromarketing And The Future

Be prepared for the future of international marketing! The future of your business depends on your ability to anticipate changes and developments in consumer behavior. Euromarketing and the Future helps you chart a course for success through the diverse and challenging European markets, presenting research and theory on where they’ve been, where they’re going, and what’s likely to happen when they get there. This unique book doesn’t use tarot cards, fortune tellers or a crystal ball—just an international panel of business scholars who draw on their extensive experience to help you develop effective management and marketing plans for the years to come. Euromarketing and the Future examines European marketing systems of the past and present to forecast Europe’s likely role in the global economy. The book addresses e-commerce and the Internet as they relate to Europe; privatization and the move toward a market economy in Eastern Europe; the effect of global politics on marketing; Delphi research on possible scenarios that could play out over the next few decades; and how the outlook of consumers (optimistic or pessimistic) can affect the market’s future. Euromarketing and the Future includes: a political-economic look at the implications of European unification on the last 50 years to make some predictions for the next 50 content analysis of international Web sites that encourage cross-border sales a survey of small retail business managers in Romania on what the influx of large foreign retail chains means to their futures a global paradigm marketing model that illustrates consumer/citizen, institutional, and macro-environmental interdependencies global product and marketing strategies for globalising ICT companies and much more! No one can predict the future. But through thoughtful analysis and examination of major political and economic developments in Western and Eastern Europe, Euromarketing and the Future gives you the head start you need to prepare your business for the likely changes in consumer behavior and marketing that lie ahead.

Be prepared for the future of international marketing! The future of your business depends on your ability to anticipate changes and developments in consumer behavior. Euromarketing and the Future helps you chart a course for success through the diverse and challenging European markets, presenting research and theory on where they’ve been, where they’re going, and what’s likely to happen when they get there. This unique book doesn’t use tarot cards, fortune tellers or a crystal balljust an international panel of business scholars who draw on their extensive experience to help you develop effective management and marketing plans for the years to come. Euromarketing and the Future examines European marketing systems of the past and present to forecast Europe’s likely role in the global economy. The book addresses e-commerce and the Internet as they relate to Europe; privatization and the move toward a market economy in Eastern Europe; the effect of global politics on marketing; Delphi research on possible scenarios that could play out over the next few decades; and how the outlook of consumers (optimistic or pessimistic) can affect the market’s future. Euromarketing and the Future includes: a political-economic look at the implications of European unification on the last 50 years to make some predictions for the next 50 content analysis of international Web sites that encourage cross-border sales a survey of small retail business managers in Romania on what the influx of large foreign retail chains means to their futures a global paradigm marketing model that illustrates consumer/citizen, institutional, and macro-environmental interdependencies global product and marketing strategies for globalising ICT companies and much more! No one can predict the future. But through thoughtful analysis and examination of major political and economic developments in Western and Eastern Europe, Euromarketing and the Future gives you the head start you need to prepare your business for the likely changes in consumer behavior and marketing that lie ahead.

Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor: Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten of these countries joined the EU on May 1st, 2004. These countries offer tremendous market opportunities for other European countries, as there is a strong demand in these ten countries for various products and services. Very soon, we will be witnessing the emergence of an enlarged Europe with high market and investment potential. This resource examines marketing practices and consumer behavior in several EU countries, plus one EFTA country and one Associate EU member country. With conceptual frameworks, case studies, analytical insights into European marketing issues, empirical data, and propositions for future testing, European Perspectives in Marketing presents clear, understandable writing on: outsourcing industrial products from Eastern and Central European suppliers cross-cultural differences in the effect of advertising repetition and size—with a case study from Germany the internationalization of small high-tech firms—with case examples from Norway the impact of the euro on Italian consumers’ currency adjustment strategies—have they successfully adapted to the new currency by substituting their old internal price references (based on the high-denomination lira) with a new set of references that reflects the low-denomination currency of the euro? international antitrust strategies and the policies of Pepsi and Coke in Europe as compared to in the United States—and a look at the managerial and public policy implications of US and EU antitrust regulations recent advances in Information & Communication Technology (ICT) and how they can reduce the communication barriers between and within geographically dispersed organizations why young Turkish adults (high school and university students, and young people in the workforce) purchase and use mobile telephones for symbolic rather than practical reasons

Marketing Issues in Western Europe: Changes and Developments has been co-published simultaneously as Journal of Euromarketing, volume 14, numbers 1/2 2004.

This volume includes the full proceedings from the 1992 Academy of Marketing Science (AMS) Annual Conference held in San Diego, California. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, retailing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

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: Consumer Issues: Single Market and its Implications Export Behavior of European Firms Internationalization of European Firms Retailing Practices in European Countries Country Examples of European Distribution Channels Comparative Advertising Practices Internationalization of Scandinavian Firms Export Marketing Managerial Implications The restructuring of European industries has begun and will accelerate at a faster pace in the coming years. We have witnessed occurrences of several mergers and acquisitions. We are seeing the powerful presence of public sector enterprises and their procurement practices favoring local and European supplies. Euromarketing: Effective Strategies for International Trade and Export increases our understanding of international marketing in Europe by soliciting significant, analytical contributions from subject and country specialists.

In most network industries, new dynamics are leading to an unprecedented opening up to competition and private sector participation. With the development of a single European market, the in-stages liberalisation process of public utilities has spread to almost all sectors. However, the water supply and sanitation (WSS) sector is considered somehow different and it has been excluded until recently from the restructuring processes achieved in other sectors. Water and Liberalisation: European Water Scenarios presents a better understanding of the specific demands of the WSS sector. Covering the operators' strategies, the regulatory dynamics as well as their interactions on the evolution of the sector, it addresses the likelihood, the nature, and the forms the WSS sector may take in Europe in the foreseeable future. Adopting a neutral political stance, the book analyses the implications of alternative scenarios in economic, ecological, social, legal, and institutional terms. Key sections include: In depth introduction to the current situation in the WSS sector; The European water supply and sanitation markets; The institutional framework of the water supply and sanitation sector in the EU: a comparative analysis; Analysis of the EU explicit and implicit policies and approaches in the sector; Analysis of the strategies of the water operators in Europe scenarios on the evolution of the water sector in Europe; Economic, environmental, & social implications of the scenarios; Major implications per scenario.