Marketing Places Europe
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Marketing Places In Europe
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Author : Philip Kotler
language : en
Publisher:
Release Date : 1999
Marketing Places In Europe written by Philip Kotler and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with categories.
Marketing Places Europe
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Author : Philip Kotler
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 1999
Marketing Places Europe written by Philip Kotler and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Economic development categories.
Aimed at tourism agencies, students of tourism and local government agencies, this book explains how to adopt a strategic marketing plan that will enable places to adapt and conquer the ever-evolving world marketplace.
Marketing Places
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Author : Philip Kotler
language : en
Publisher: Simon and Schuster
Release Date : 2002-01-15
Marketing Places written by Philip Kotler and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-01-15 with Business & Economics categories.
Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler, Donald Haider, and Irving Rein argue that thousands of "places" -- cities, states, and nations -- are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. When trouble strikes, places resort to various palliatives such as chasing grants from state or federal sources, bidding for smokestack industries, or building convention centers and exotic attractions. The authors show instead that places must, like any market-driven business, become attractive "products" by improving their industrial base and communicating their special qualities more effectively to their target markets. From studies of cities and nations throughout the world, Kotler, Haider, and Rein offer a systematic analysis of why so many places have fallen on hard times, and make recommendations on what can be done to revitalize a place's economy. They show how "place wars" -- battles for Japanese factories, government projects, Olympic Games, baseball team franchises, convention business, and other economic prizes -- are often misguided and end in wasted money and effort. The hidden key to vigorous economic development, the authors argue, is strategic marketing of places by rebuilding infrastructure, creating a skilled labor force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attractions, building a service-friendly culture, and promoting these advantages effectively. Strategic marketing of places requires a deep understanding of how "place buyers" -- tourists, new residents, factories, corporate headquarters, investors -- make their place decisions. With this understanding, "place sellers" -- economic development agencies, tourist promotion agencies, mayor's offices -- can take the necessary steps to compete aggressively for place buyers. This straightforward guide for effectively marketing places will be the framework for economic development in the 1990s and beyond.
Marketing Issues In Western Europe
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2012-11-12
Marketing Issues In Western Europe written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-12 with Business & Economics categories.
Be prepared for the differences in marketing across European borders! Europe is not a uniform market. Each country is comprised of differing marketing systems of varying importance. Marketing Issues in Western Europe: Changes and Developments clears the fog from marketing practices and strategic issues for this crucial area of the business world. This detailed examination of Western European industries and marketing practices not only clearly explores the shifting trends within the countries described, but can also be seen as a bellwether for neighboring regions on the continent. Respected international experts provide an up-to-date inside look at what the pressing concerns are and what unique strategies work for business in various sectors. The European Union’s birth can be traced back to 1951 when six countries of Western Europe banded together to form what was then known as the European Coal and Steel Community. Since then, Western Europe has played a significant role as the nucleus for the important marketing trends and industry changes for the entire EU. Marketing Issues in Western Europe: Changes and Developments provides conceptual frameworks, illustrative case studies, deep analytical insights into marketing issues, detailed empirical data, and thoughtful propositions for future testing. International business researchers, business and marketing consultants, developmental agencies, and companies prospectively interested in investment will find this book to be crucial for making decisions involving marketing in the countries of the EU or the rest of the continent. Chapters are richly referenced, and several include tables and charts to clearly illustrate data. Marketing Issues in Western Europe: Changes and Developments includes: a thought-provoking look at the multidimensional state of marketing in Western Europe a probing appraisal of Pan-European marketing with a proposed conceptual framework a review of the marketing consequences of internal market unification an exploratory study of marketing practice and market orientation a penetrating look at the role of domestic animosity in consumer choice detailed research describing price strategy in the EU an exploration of the impact of fear appeal in a cross-cultural context and more! Marketing Issues in Western Europe: Changes and Developments is a probing examination of the dynamic marketing developments in Western European countries to give you the insight needed to effectively prepare for the future.
European Perspectives In Marketing
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2012-12-06
European Perspectives In Marketing written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor: Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten of these countries joined the EU on May 1st, 2004. These countries offer tremendous market opportunities for other European countries, as there is a strong demand in these ten countries for various products and services. Very soon, we will be witnessing the emergence of an enlarged Europe with high market and investment potential. This resource examines marketing practices and consumer behavior in several EU countries, plus one EFTA country and one Associate EU member country. With conceptual frameworks, case studies, analytical insights into European marketing issues, empirical data, and propositions for future testing, European Perspectives in Marketing presents clear, understandable writing on: outsourcing industrial products from Eastern and Central European suppliers cross-cultural differences in the effect of advertising repetition and size—with a case study from Germany the internationalization of small high-tech firms—with case examples from Norway the impact of the euro on Italian consumers’ currency adjustment strategies—have they successfully adapted to the new currency by substituting their old internal price references (based on the high-denomination lira) with a new set of references that reflects the low-denomination currency of the euro? international antitrust strategies and the policies of Pepsi and Coke in Europe as compared to in the United States—and a look at the managerial and public policy implications of US and EU antitrust regulations recent advances in Information & Communication Technology (ICT) and how they can reduce the communication barriers between and within geographically dispersed organizations why young Turkish adults (high school and university students, and young people in the workforce) purchase and use mobile telephones for symbolic rather than practical reasons
European Cities Marketing Benchmarking Report 2010
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Author : European Cities Marketing
language : en
Publisher:
Release Date : 2010
European Cities Marketing Benchmarking Report 2010 written by European Cities Marketing and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
European Marketing
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Author : Richard L. Lynch
language : en
Publisher:
Release Date : 1992
European Marketing written by Richard L. Lynch and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992 with Business & Economics categories.
The aim of this guide is to alert businesses to the marketing opportunities that exist within the EC, and to provide guidelines for the development and implementation of an effective pan-European marketing strategy. It is illustrated throughout with case studies of current market activities.
European Advertising Strategies
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Author : Rein Rijkens
language : en
Publisher: Weidenfeld & Nicolson
Release Date : 1992
European Advertising Strategies written by Rein Rijkens and has been published by Weidenfeld & Nicolson this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992 with Business & Economics categories.
Looking to 1992 and beyond, many companies are studying the means to take advantage of the opportunities offered by a unified European market. The book provides insights through an examination of 13 international companies operating 15 brands.
European Business And Marketing
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Author : Phil Harris
language : en
Publisher: SAGE
Release Date : 2004-05-25
European Business And Marketing written by Phil Harris and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-25 with Business & Economics categories.
The second edition of European Business and Marketing will be published in 2000 in time for the millennium and has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. The text has been researched and written especially for students on undergraduate and post graduate courses, who need to understand modern European marketing, the European Union and the distinct features that are emerging in the World's largest market place. The second edition of the successful European Business and Marketing text has been fully revised and includes new chapters on marketing strategy in Euro
Towards Effective Place Brand Management
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Author : Gregory John Ashworth
language : en
Publisher: Edward Elgar Pub
Release Date : 2010
Towards Effective Place Brand Management written by Gregory John Ashworth and has been published by Edward Elgar Pub this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field.