European Business and Marketing is published at the beginning of the new millennium and incorporates much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union (EU) and the development of global companies with a European base. The text has been researched and written especially for students on undergraduate and postgraduate courses, who need to understand modern European marketing, the EU and the distinct features that are emerging in the world's largest marketplace.
The text includes chapters on marketing strategy in Europe and business culture. It also covers such issues as the expansion of the Union, the development of the Euro as a single currency, economic and monetary policy. The text looks at Europe holistically and builds on modern theoretical concepts to look at the present state of business in European and future trends.
Through seven core chapters the reader is introduced to the issues that are emerging within the EU and its relations to the wider Europe and the rest of the world. The book introduces the following significant themes:
1. The importance of small to medium sized businesses, regionalism and networks within Europe.
2. The history and origins of the development of the EU, how it operates and is likely to develop.
3. The EU and its business and political relationship with the rest of the world - the EU is the major negotiator with the US in the World Trade Organisation talks and brokers trade across the world.
4. Marketing and how it is being developed across Europe.
5. The continued growth of joint ventures, strategic alliances and acquisitions in European business.
6. The distinct features of European business culture, both locally and across borders.
7. How business is internally evolving within the European Union.
These seven themes are backed up by integrated case studies for European Business and Marketing, providing an opportunity for analysis and discussion of the changes happening and the unique features of the European business market. The case studies include material from the industrial and service sectors and cover both joint venture, multinational, state controlled and small to medium sized companies. Thus the book looks at a number of types of companies and investigates the strategic, organizational, marketing and operational features that they adopt in meeting the needs and challenges of operating in the world's most developed trading block.
Those taking undergraduate and MBA or equivalent courses in marketing, international marketing, European/international business, business studies and strategic management. It will also be of use to modern managers and practitioners already operating in Europe and be of direct relevance to those looking at ways of generating economic development either in the State or private sector.
Anchor Butter - Bread and butter issues about trade between New Zealand and UK
Belarus - Trying to develop entrepreneurs in a transition economy
Co-op Bank - Green Environmentalism
Digital Television - Launching the technological future, how to market in the unknown
European Vinyls Corporation 1 - The development of a European major joint venture company
EVC2 - The change from a joint venture to a limited company of a major European company
Gruppo Masone - Italian repositioning
IKEA - A modern retailing phenomenon
Lego - Competing in the toy market
Malaga Bank - The development of regional banking
Mansesman - German marketing
Peugeot - Positioning car manufacturers in a highly competitive market
Phillips - Rebranding within a major conglomerate
Shell - Positioning itself in the environment
Skoda - Relaunching a major brand
Sunday Trading - lobbying to amend legislation to allow Sunday shopping
Tiara Paints - Marketing paint in Italy
Phil Harris Is Executive Dean of the Faculty of Business, Enterprise and Life Long Learning and holder of the Westminster Chair of Marketing and Public Affairs at the University of Chester and a Director of the Chester International Centre for Corporate and Public Affairs Research . He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Phil has organised major conferences such as Machiavelli at 500, the Academy of Marketing Conference and was invited to address the Beijing Forum at Peking University in 2011.He is joint founding editor of the Journal of Public Affairs and a member of a number of international editorial and advisory boards and has published extensively over 150 publications in the area of Chinese business, lobbying, entrepreneurship, political marketing, public affairs, relationship marketing and international trade. He is editor of the Sage Advanced Marketing series and founded the Chester Forum in 2010 as an annual think tank to generate critical knowledge and networks to underpin economic development and social cohesion in his region. Phil in 1996 coined the term "Machiavellian Marketing" in 1996 to explain the complex interface communications interface between Government and Business, strategic political lobbying. He has been actively involved in public affairs for two decades
PART ONE: STRUCTURE OF THE ECONOMIC UNION AND CORE ISSUES The New Europe - Myths and Reality The European Union and the Business Environment The Policies of the Single Economic System of the European Union The European Union and the World Economy PART TWO: TACTICS AND IMPLICATIONS FOR THE EUROPEAN UNION European Marketing Political Marketing and Public Affairs Joint Ventures and Strategic Alliances - A European Perspective European Business and Culture PART THREE: CASE STUDIES American Furniture - Camille P Schuster Beef BSE - Paul R Baines and Phil Harris Co-Operative Bank - Monica Gibson-Sweet Boutinot Wines - Kevin Boles EVC1 - Phil Harris and Matt Dodd EVC2 - Phil Harris and Irene Harris Fulham FC - Sukhbinder S Barn and Paul R Baines Gruppo Massone - Claudio Vignali and Gianpaolo Vignali Acquistion Venture into the UK LEGO - Hanne Gardner Mannesmann - H J Schmengler and Matthias Thieme New Zealand Dairy Board - Maureen Benson-Rea and Richard Hadley Perkins Foods - Danny Moss and David Davies Philips - Matt Dodd, Irene Harris and Phil Harris Shell - Liz Walley and Julia Clarke Stena Line - Audrey Gilmore and Daivd Carson Unilever - Julia Djarova and Carla Millar