Diversity in European Marketing Text and Cases /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Rudolph, Thomas (Editor), Schlegelmilch, Bodo B. (Editor), Bauer, András (Editor), Franch, Josep (Editor), Meise, Jan Niklas (Editor)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler Verlag, 2012.
• Subjects: Business.; Marketing.; Business and Management.

Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student ass...