European Business and Marketing

PART ONE: STRUCTURE OF THE ECONOMIC UNION AND CORE ISSUES
The New Europe - Myths and Reality
The European Union and the Business Environment
The Policies of the Single Economic System of the European Union
The European Union and the World Economy
PART TWO: TACTICS AND IMPLICATIONS FOR THE EUROPEAN UNION
European Marketing
Political Marketing and Public Affairs
Joint Ventures and Strategic Alliances - A European Perspective
European Business and Culture
PART THREE: CASE STUDIES
American Furniture - Camille P Schuster
Beef BSE - Paul R Baines and Phil Harris
Co-Operative Bank - Monica Gibson-Sweet
Boutinot Wines - Kevin Boles
EVC1 - Phil Harris and Matt Dodd
EVC2 - Phil Harris and Irene Harris
Fulham FC - Sukhbinder S Barn and Paul R Baines
Gruppo Massone - Claudio Vignali and Gianpaolo Vignali
Acquistion Venture into the UK
LEGO - Hanne Gardner
Mannesmann - H J Schmengler and Matthias Thieme
New Zealand Dairy Board - Maureen Benson-Rea and Richard Hadley
Perkins Foods - Danny Moss and David Davies
Philips - Matt Dodd, Irene Harris and Phil Harris
Shell - Liz Walley and Julia Clarke
Stena Line - Audrey Gilmore and Daivd Carson
Unilever - Julia Djarova and Carla Millar

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• Vendas e marketing
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International Business & Management