European Perspectives in Marketing

By Erdener Kaynak

Book Overview

This resource examines marketing practices and consumer behavior in several European Union (EU) countries, plus one European Free Trade Area (EFTA) country and one Associate EU member country. An international panel of distinguished contributors addresses outsourcing, the impact of cultural differences upon the effectiveness of advertising repetition, the role of information and communication technology in the internationalization efforts of small Norwegian high-tech firms, the symbolic use of mobile telephones among Turkish consumers, the international antitrust strategies of US-based beverage producers, and a great deal more.

• Format: Hardcover
• Language: English
• ISBN: 078902568X
• ISBN13: 9780789025685
• Release Date: October 2004
• Publisher: Routledge
• Length: 182 Pages
• Weight: 0.97 lbs.
• Dimensions: 0.7" x 6.1" x 8.8"