Marketing strategies for the new Europe: a North American perspective on 1992
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
[Chicago, Ill.]
American Marketing Assoc.
1990
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003196006&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Literaturverz. S. 193 - 202 |
| Umfang: | XVI, 202 S. Ill., graph. Darst., Kt. |
| ISBN: | 0877572038 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
CHAPTER 1 1
Charting the European Community s Progress
Describes what led to EC 92 and how it has developed to date. A progress
report and opportunity analysis. Appendix: Current European Community
Statistics and Norman S. Fieleke s article, Europe in 1992, from New
England Economic Review. Vignettes: The Channel Tunnel and Euro
Disneyland
CHAPTER 2 47
Assessing Executive Views on the Single Market
Presents leading U.S. corporate executives views on the importance of EC
92 and the opportunities it provides. What entry/marketing strategies pre¬
dominate among U.S. MNCs. Survey data indicated corporate approaches
and nature of problems. Vignettes: Separate U.S. small business and Ca¬
nadian briefings.
CHAPTER 3 67
Organizing for EC 92
Details how 20+ key U.S. firms are handling their European marketing
structures and the changes they are making for the new European market.
Contributed by James R. Rrum. Vignettes: Westronic Inc. and National In¬
struments, Inc.
CHAPTER 4 91
Tracking Changes in Key Industries
Provides a sectoral analysis of 10 key European industries. Emphasis on
current prospects, level of concentration and expected outcomes.
v
vi
Vignettes: Benetton, AIG, H. J. Heinz, Northern Telecom, and Buckeye
Feeds.
Appendix: Thomas Bennett and Craig S. Hakkio, Europe 1992: Implica¬
tions for U.S. Firms, Economic Review. (Abridged Version).
CHAPTER 5 125
Identifying Entry and Marketing Strategies
Offers North American firms a variety of potential entry forms and mar¬
keting strategies. Conditioned on firm size and European presence desired.
(Alternatives offered for small, medium and large concerns.) Vignettes: Karg
Corporation, Scottish Development Agency, A. C. Nielsen, Caterpillar, and
Tupperware.
Appendix: John F. Magee, 1992: Moves Americans Must Make, Harvard
Business Review, and Sandra Vandermerwe and Marc Andre L Huillier,
Euro Consumers in 1992, Business Horizons.
CHAPTER 6 178
Looking to the Future: Some Alternative Scenarios
Examines events that could alter the course of 1992. Considers their like¬
lihood of occurrence and potential impact on the Single European Market.
APPENDIX 184
A. EC 92 Glossary of 12 Terms
Adapted from Pradeep Rau and John Ryans, An Executive s Guide
to EC 92: A Glossary of Ten Terms, Business, September October,
1989.
B. EC 92 Selected Bibliography
An extensive selection of current EC 92 sources. Contributed by
Cynthia C. Ryans.
LIST OF VIGNETTES
1. The Channel Tunnel 20
2. Euro Disneyland in 1992 22
3. U.S. Small Business EC 92 Attitudes 62
4. Canadian Corporate Views on EC 92. 64
5. Westronic, Inc. 87
6. National Instruments, Inc. 89
7. Benetton 95
8. AIG 97
9. H. J. Heinz Company 103
10. Northern Telecom 109
11. Buckeye Feed Mills, Inc. 113
12. Karg Corporation 139
13. Country Direct Investment Incentives—Ireland 140
14. A. C. Nielsen Research 144
15. Caterpillar, Inc. 148
16. Tupperware International 149
vii
LIST OF ILLUSTRATIONS
1.1 Financial Times (London) 12
4.1 Ogilvy Mather 98
4.2 Ernst Whinney 100
4.3 H. J. Heinz Company 104
4.4 Northern Telecom 111
4.5 NCR Corporation 112
5.1 Scottish Development Agency 142
5.2 Nixdorf Corporation Ltd. 143
5.3 JWT 145
5.4 Nielsen Marketing Research 146
viii
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| geographic | Pays de l'Union européenne - Commerce extérieur - États-Unis ram États-Unis - Commerce extérieur - Pays de l'Union européenne ram Europäische Gemeinschaften. Mitgliedsstaaten USA European Economic Community countries Commerce United States United States Commerce European Economic Community countries USA (DE-588)4078704-7 gnd |
| geographic_facet | Pays de l'Union européenne - Commerce extérieur - États-Unis États-Unis - Commerce extérieur - Pays de l'Union européenne Europäische Gemeinschaften. Mitgliedsstaaten USA European Economic Community countries Commerce United States United States Commerce European Economic Community countries |
| id | DE-604.BV005173719 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T08:28:45Z |
| institution | BVB |
| isbn | 0877572038 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003196006 |
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| owner_facet | DE-473 DE-BY-UBG DE-188 |
| physical | XVI, 202 S. Ill., graph. Darst., Kt. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | American Marketing Assoc. |
| record_format | marc |
| spellingShingle | Ryans, John K. Rau, Pradeep A. Marketing strategies for the new Europe a North American perspective on 1992 Europäische Gemeinschaften (DE-588)35439-9 gnd Commerce international ram Corporations, American European Economic Community countries Unternehmen (DE-588)4061963-1 gnd Marketingstrategie (DE-588)4120697-6 gnd Binnenmarkt (DE-588)4145576-9 gnd |
| subject_GND | (DE-588)35439-9 (DE-588)4061963-1 (DE-588)4120697-6 (DE-588)4145576-9 (DE-588)4078704-7 |
| title | Marketing strategies for the new Europe a North American perspective on 1992 |
| title_auth | Marketing strategies for the new Europe a North American perspective on 1992 |
| title_exact_search | Marketing strategies for the new Europe a North American perspective on 1992 |
| title_full | Marketing strategies for the new Europe a North American perspective on 1992 by John K. Ryans Jr. and Pradeep A. Rau |
| title_fullStr | Marketing strategies for the new Europe a North American perspective on 1992 by John K. Ryans Jr. and Pradeep A. Rau |
| title_full_unstemmed | Marketing strategies for the new Europe a North American perspective on 1992 by John K. Ryans Jr. and Pradeep A. Rau |
| title_short | Marketing strategies for the new Europe |
| title_sort | marketing strategies for the new europe a north american perspective on 1992 |
| title_sub | a North American perspective on 1992 |
| topic | Europäische Gemeinschaften (DE-588)35439-9 gnd Commerce international ram Corporations, American European Economic Community countries Unternehmen (DE-588)4061963-1 gnd Marketingstrategie (DE-588)4120697-6 gnd Binnenmarkt (DE-588)4145576-9 gnd |
| topic_facet | Europäische Gemeinschaften Commerce international Corporations, American European Economic Community countries Unternehmen Marketingstrategie Binnenmarkt Pays de l'Union européenne - Commerce extérieur - États-Unis États-Unis - Commerce extérieur - Pays de l'Union européenne Europäische Gemeinschaften. Mitgliedsstaaten USA European Economic Community countries Commerce United States United States Commerce European Economic Community countries |
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