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Diversity in European Marketing
Text and Cases
András Bauer , Bodo B. Schlegelmilch , Jan Niklas Meise , Josep Franch , Thomas Rudolph
This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.
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