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Diversity in European Marketing: Text and Cases

Diversity in European Marketing: Text and Cases

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  • ISBN-13: 9783834914200
  • Publisher: Gabler Verlag
  • Release Date: Mar 23, 2012
  • Edition: 2012
  • Pages: 264 pages
  • Dimensions: 0.63 x 9.45 x 6.61 inches

Overview

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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