Marketing Strategies for the New Europe: A North American Perspective on 1992

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Marketing Strategies for the New Europe: A North American Perspective on 1992 was written by John K. Ryans, Jr. and Pradeep A. Rau. This work speaks on the art of doing business in European countries after 27 nations from this continent came up with the European Community-1992 (EC-92), a single market trade policy that covers all these States. This monograph is a comprehensive guide to the EC-92 policy, its rules and regulations. This volume takes you through the entry strategies, financial arrangements and marketing structures of the European Union nations, the opportunities available in these nations post EC-92, and a word of caution on the European Market.

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Book Information

Pages: 202
Published: 1990
New Copyright: 2012
ISBN: 9781613113301
Categories:, ,
Authors:,

Author information


John K. Ryans John K. Ryans

Dr. John K. Ryans, Jr. is Bridgestone Professor Emeritus of International Business and Marketing at Kent State University. He conducted research on several global promotion, outsourcing and strategy issues.

During his career, Dr. Ryans has published more than 20 books and over 150 articles. His articles have appeared in JIBS, JIM, JWB, IMR, IJA, the California Management Review, Business Horizons, the Harvard Business Review, and other journals. He is the Global Marketing Editor for Marketing Management.

Dr. Ryans has been an extremely active member of AIB for many years and was elected to the Fellows in 1994. Dr. Ryans has consulted with a large number of major U.S. and foreign MNC and the U.S. Departments of Education and Commerce. He also has served as a CIBER reviewer.


Pradeep A. Rau Pradeep A. Rau

Pradeep A. Rau is Professor of Marketing at the George Washington School of Business of George Washington University. He has been part of the faculty at George Washington University since 1990. He has taught in a number of countries including, Brazil, China, Colombia, Denmark, India, Malaysia and Russia.

Professor Rau has co-authored three books and his publications include over twenty articles in professional journals, including the Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Advertising Research, Management International Review, and International Marketing Review. He has also consulted with a number of organizations in both the public and private sectors.

Dr. Rau specializes in marketing research, marketing strategy, international marketing, and social marketing. He is currently pursuing his research on international marketing strategy and retail analytics.

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