Diversity in European marketing: text and cases

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. INDICE: Diverse Demographics and Structural Diversity.Diversity in Consumer Behavior in Europe.Diverse Marketing Environments and Diversity Management.

• ISBN: 978-3-8349-1420-0
• Editorial: Spinger Gabler
• Encuadernacion: Rústica
• Fecha Publicación: 14/03/2012
• Nº Volúmenes: 1
• Idioma: Inglés