Diversity in European Marketing

Diversity in European Marketing

Text and Cases

by Thomas Rudolph, Bodo Schlegelmilch, András Bauer, Josep Franch, Jan Niklas Meise

264 pages· 2012· ISBN 9783834969767
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About
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.

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