European Business and Marketing

Harris (marketing and public affairs, Manchester Metropolitan University) and McDonald (international business strategy, University of Plymouth) investigate the strategic, organizational, marketing, and operational features of major types of companies in the EU. Case studies are included from the industrial and service sectors, and cover joint venture, multinational, state-controlled, and small- to medium-sized companies. The book can be used for an undergraduate or MBA course in marketing, international business, and business studies. Annotation ©2004 Book News, Inc., Portland, OR