International Marketing in Europe

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International Marketing in Europe

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The aim of this book is to provide basic knowledge on international marketing in the European market. It is targeted at students of management, international business and international economic relations, but may also be appreciated by practitioners undertaking activities in the EU market. The handbook contains basic terms and concepts related to international marketing and explains the scope of their use. It presents the diversity of European countries, important from a marketing point of view, and major marketing strategies and tools used by contemporary companies in this market. The considerations are illustrated with mini-cases which help to understand how marketing activities may contribute to a company’s success or failure in the European market. The study also includes a chapter on marketing research into the European markets and an Appendix where sources of data indispensable for such research can be found.


Liczba stron237
WydawcaWydawnictwo Uniwersytetu Ekonomicznego w Katowicach
ISBN-13978-83-7246-754-6
Język publikacjiangielski
Informacja o sprzedawcyRavelo Sp. z o.o.

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Spis treści

  Preface    7
  Chapter 1 The European perspective in international marketing    9
  Internationalisation of firms and markets    10
  International marketing concepts and orientations    14
  European integration and international marketing concept    17
  Chapter 2 The dynamics of European marketing environment    27
  Political, legal, and regulatory environment    28
  Economic and demographic environment    35
  Social and cultural environment    45
  Chapter 3 Researching European markets    59
  The marketing research process and its international dimension    60
  Information needs in various stages of international involvement    66
  Methodological considerations in researching European markets    68
  Current trends in data collection in Europe    75
  Chapter 4 Segmentation, targeting, and positioning for the European markets    81
  European markets segmentation    82
  Assessing market potential and selecting target markets    90
  Target market strategy options for European markets    93
  Types of positioning in European markets    94
  Chapter 5 Market entry strategies for European markets    101
  General approach to market entry strategy choice    102
  Market entry modes    104
  Exporting as a foreign market entry strategy    105
  Contractual entry modes    107
  Foreign direct investments    114
  Chapter 6 European product and brand decisions    125
  Product decisions in the international market    126
  Types of goods in the international market    128
  Product life cycle in European markets    130
  International product strategies for the European market    134
  Branding strategies in European markets    138
  Brand protection in European markets    144
  Chapter 7 Services marketing in European markets    149
  The nature of services and their classification    150
  Internationalisation of services in European markets    154
  Internationalisation and market entry modes of service firms    158
  International marketing strategies for services in Europe    163
  Chapter 8 Pricing decisions for European markets    171
  Factors influencing pricing decisions in European markets    172
  International pricing strategy and policy    173
  Export price calculation and its escalation    177
  Price standardisation versus differentiation in European markets    182
  Specific issues in European cross-border pricing    185
  Charter 9 Managing European distribution    191
  External determinants of distribution strategies in European markets    192
  Structure of distribution channels in Europe    196
  Managing and controlling distribution channels    203
  Physical distribution in European market    207
  Chapter 10 Marketing communication in European markets    211
  Factors influencing marketing communication in European markets    212
  Standardisation versus differentiation in marketing communication    219
  Marketing communication tools in European markets    223
  European media for marketing communication    227
  Appendix    233
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