Diversity in European Marketing Text and Cases
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 r
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Thomas Rudolph • Bodo B. Schlegelmilch Josep Franch • András Bauer • Jan Niklas Meise (Eds.)
Diversity in European Marketing Text and Cases
Editors Thomas Rudolph University of St. Gallen, Switzerland Bodo B. Schlegelmilch WU Vienna University of Economics and Business, Austria
András Bauer Corvinus University, Budapest, Hungary Jan Niklas Meise University of St. Gallen, Switzerland
Josep Franch ESADE Business School Barcelona, Spain
ISBN 978-3-8349-1420-0 DOI 10.1007/978-3-8349-6976-7
ISBN 978-3-8349-6976-7 (eBook)
The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de.
Springer Gabler © Gabler Verlag | Springer Fachmedien Wiesbaden 2012 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply , even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Cover design: KünkelLopka GmbH, Heidelberg Printed on acid-free paper Springer Gabler is a brand of Springer DE. Springer DE is part of Springer Science+Business Media. www.springer-gabler.de
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Preface Europe has always been diverse, and it is becoming more so. One of the founding principles of the European Union is respect for its diversity. For marketers, this marks a challenge of marketing goods and services in Europe. This is hardly surprising when one considers that the EU is comprised of currently 27 member countries, over 500 million people, an
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