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European Business and Marketing

European Business and Marketing

Second Edition
Edited by:

336 pages | SAGE Publications Ltd

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

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
European Marketing
Political Marketing and Public Affairs
Joint Ventures and Strategic Alliances - A European Perspective
European Business and Culture
Camille P Schuster
American Furniture
Paul R Baines and Phil Harris
Beef BSE
Monica Gibson-Sweet
Co-Operative Bank
Kevin Boles
Boutinot Wines
Phil Harris and Matt Dodd
Phil Harris and Irene Harris
Sukhbinder S Barn and Paul R Baines
Fulham FC
Claudio Vignali and Gianpaolo Vignali
Gruppo Massone
Acquistion Venture into the UK

Hanne Gardner
H J Schmengler and Matthias Thieme
Maureen Benson-Rea and Richard Hadley
New Zealand Dairy Board
Danny Moss and David Davies
Perkins Foods
Matt Dodd, Irene Harris and Phil Harris
Liz Walley and Julia Clarke
Audrey Gilmore and Daivd Carson
Stena Line
Julia Djarova and Carla Millar

The text is interesting but did not fit very well to the focus of the course.

Mrs Ingibjorg Sigurdardottir
Department of Rural Tourism, Holar University College
January 28, 2015

The book provides clear insights into the nuances of doing business in Europe both from policy and operational perspectives. It gives easily understandable explanation on the similarities and differences between international marketing and European marketing. The case studies are a rich source of material for case analysis involving firms doing business in Europe.

Professor Atanacio II Panahon
European Studies Department, Ateneo De Manila University (admu)
November 2, 2011

Phil Harris

Professor Phil Harris is Professor Emeritus at the University of Chester and was previously Executive Director of the Business Research Institute and held the Westminster (Grosvenor) Chair in Marketing and Public Affairs. 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. Prior to becoming an academic he held positions in the international chemical, and foods industries with ICI and RHM and has chaired or been a... More About Author

Frank McDonald

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