Euromarketing and the Future helps to chart a course for success through the diverse and challenging European Markets. Accounting for the varying nature of cultural and business practices throughout Europe, the book helps practitioners to develop an integrated marketing policy which will work in each geographical area. The book through the use of extensive research and the latest marketing theories assesses the historical impact of marketing in Europe and offers a prognosis of future trends. The impact of the EU and the Euro are also assessed in business and marketing terms by a panel of business scholars who draw on their extensive experience to help businesses of all sizes to develop effective management and marketing plans throughout Europe.
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