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European Journal of Marketing: The marketing challenges within the enlarged single European Market

Published by: Emerald Group Publishing Limited

Published: Apr. 13, 2007 - 177 Pages


Table of Contents


The marketing challenges within the enlarged Single European Market by Stan Paliwoda and Svetla Marinova




Competitive advantage in the marketing of products within the enlarged European Union by UrsĦa Golob and Klement Podnar




Designing the marketing-sales interface in B2B firms by Wim G. Biemans and Maja Makovec Brenc˘ ic˘




Brand strategies of Western MNCs as drivers of globalization in Central and Eastern Europe by Arnold Schuh




Positioning of retail stores in Central and Eastern European accession states: standardization versus adaptation by Darin W. White and Keith Absher




Determinants and antecedents of general attitudes towards advertising: a study of two EU accession countries by Dan Petrovici and Marin Marinov




Cross-national differences in consumer response to the framing of advertising messages: an exploratory comparison from Central Europe by Ulrich R. Orth, Harold F. Koenig and Zuzana Firbasova




Economics and politics of advertising: evidence from the enlarging European Union by Nir Kshetri, Nicholas C. Williamson and Andreea Schiopu




A cross-cultural comparison of self-service technology use by Daniel Nilsson




An examination of cross-border shopping behaviour in South-East Europe by Tanja Dmitrovic and Irena Vida




EXECUTIVE INSIGHT: The practical aspects of British companies establishing and developing business in Poland by Nigel Adams

Abstract

The aim of thie e-book is to portray the diversity of views existing on the complexity of marketing approaches in the enlarged European Union. Moreover, this e-book will reach readers just at a time when Europe is about to absorb the second wave of eastward enlargement and that will pose new challenges. This e-book is the culmination of the efforts and contributions of many authors and reviewers who are passionate about the opportunities, threats and challenges created by the EU enlargement process.

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