Editura Universitara Introduction to euromarketing. Fundamental marketing concepts specific to the European single market

23,00 Lei

Publisher: Universitară

Author: Bianca Tescasiu

ISBN: 978-606-28-0633-0

DOI: 10.5682/9786062806330

Publisher year: 2017

Edition: I

Pages: 126

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The paper INTRODUCTION TO EUROMARKETING - Fundamental marketing concepts specific to the EUROPEAN SINGLE MARKET is a synthesis of scientific concerns for 17 years, bringing together specific concepts in the fields: marketing, European integration economics and European business environment.
In order to highlight the specificity of marketing approaches on the European Single Market, the paper presents, in Part I, a brief foray into the history of the European Union and a presentation of the institutional-decision-making system, for a good understanding of its current state of integration and integration effects. on the business environment. Part II is devoted to the introduction of some fundamental concepts of Euromarketing, to establish the modalities of strategic approach of the European Single Market and of the specific elements of the European marketing mix.
  • Introducere in euromarketing. Concepte fundamentale de marketing specifice pietei unice europene

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BIANCA TESCASIU

FOREWORD / 9

PART I THE EUROPEAN UNION AND THE EUROPEAN BUSINESS ENVIRONMENT / 11

Chapter I - The emergence and evolution of the European Union / 13
I.1. Brief general considerations on international integration / 14
I.2. The emergence and evolution of the European Union / 18
I.2.1. Premises of the appearance of the first European community / 18
I.2.2. Coal and Steel Economic Community - the first European community / 23
I.2.3. Subsequent ECSC developments. From the Common Market to the Single Market / 25

Chapter II The institutional framework of the European Union / 36
II.1. General considerations regarding the institutional system of the European Union / 37
II.2. The main community institutions / 40

Chapter III - Elements specific to the European business environment / 49
III.1. Challenges of the European business environment / 50
III.2. Specificities of the European economy and its implications on the European business environment / 56
III.2.1. Sectorization of the European economy / 56
III.2.2. Euro - a single currency for 19 countries / 63
III.2.3. European enterprise and business environment. European companies - between the transnational company and SME / 66

PART II MARKETING IN THE EUROPEAN UNION. FUNDAMENTAL CONCEPTS OF EUROMARKETING / 69

Chapter IV General considerations on Euromarketing / 71
IV.1. Euromarketing and the business environment of the European company / 72
IV.2. European marketing environment / 74

Chapter V. Strategic marketing approaches of the European Single Market / 93
V.1. The main aspects that determine the strategic approach of the European Single Market. Selection of the foreign market in the EU / 94
V.2. Marketing strategies on the Single Market / 104

Chapter VI. Marketing mix on the European Single Market / 107
VI.1. The European marketing mix - between adaptation and standardization / 108
VI.2. Specific aspects of the European marketing mix / 110

Bibliography / 118

Annexes / 122

The author of the book started her university career as a graduate of the Faculty of Economic Sciences - Transilvania University of Brasov, MARKETING specialization. Throughout his professional evolution, he attended the Doctoral School of the National Institute of Economic Research - Romanian Academy, specializing in the field of European integration.
The paper INTRODUCTION TO EUROMARKETING - Fundamental marketing concepts specific to the EUROPEAN SINGLE MARKET is a synthesis of scientific concerns for 17 years, bringing together specific concepts in the fields: marketing, European integration economics and European business environment.
In order to highlight the specificity of marketing approaches on the European Single Market, the paper presents, in Part I, a brief foray into the history of the European Union and a presentation of the institutional-decision-making system, for a good understanding of its current state of integration and integration effects. on the business environment. Part II is devoted to the introduction of some fundamental concepts of Euromarketing, to establish the modalities of strategic approach of the European Single Market and of the specific elements of the European marketing mix.

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