As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. International Strategic Marketing: A European Perspective is a topical text that expands upon existing international marketing theory and synthesises it with colourful examples of relevant international marketing practice. With a strong theoretical framework, this text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. With cases such as the banana, grain and steel trade disputes with the US and World Trade Organisation (WTO), the authors examine and evaluate the real contribution the EU makes to world trade, while also considering the challenges of global cultural diversity as marketers learn to work across cultural borders. Other topics covered include: marketing information systems marketing research product development pricing issues international promotion distribution channels. With an engaging and highly practical approach, International Strategic Marketing: A European Perspective is a must-read text for all students seeking to understanding how international marketing really works
Marilyn Stone is a Senior Lecturer at Heriot-Watt University, Edinburgh, UK specialising in international marketing and logistics.
Ian McCall consults in cross-border business management, having previously been a government official marketing tropical products, a marketing and sales manager in the sugar engineering business and a lecturer in international management. He has published numerous books and articles on international business and negotiation.