Description
Book SynopsisBe prepared for the future of international marketing!
The future of your business depends on your ability to anticipate changes and developments in consumer behavior. Euromarketing and the Future helps you chart a course for success through the diverse and challenging European markets, presenting research and theory on where they’ve been, where they’re going, and what’s likely to happen when they get there. This unique book doesn’t use tarot cards, fortune tellers or a crystal balljust an international panel of business scholars who draw on their extensive experience to help you develop effective management and marketing plans for the years to come.
Euromarketing and the Future examines European marketing systems of the past and present to forecast Europe’s likely role in the global economy. The book addresses e-commerce and the Internet as they relate to Europe; privatization and the move toward a market economy in Eastern Europe;
Table of Contents
- Preface
- Introduction
- Projecting Europe: The Next 50 Years
- Utilization of the Internet by EU and US Service Providers to Facilitate Cross-Border Business
- Economic versus Personal Future-Oriented Attitudes as Consumer Shopping Indicators
- Retailing Evolution and Revolution in an Privatizing Economy: Small Business Managers’ Values and Retail Strategies in Romania
- Changing Values: A 2020 Vision
- The New Paradigm Marketing Model
- Global Marketing Strategies of Born Globals and Globalising Internationals in the ICT Field
- Fuzzy Analytic Hierarchy Based Approach for Suppliers Selection
- Index
- Reference Notes Included
