Cover -- Contents -- List of Figures and Tables and Exhibits -- Case Study Contributors -- Preface -- Acknowledgements -- List of Abbreviations and Acronyms -- Part I: Structure of the Economic Union and Core Issues -- Chapter 1 - The New Europe - Myths and Reality -- Chapter 2 - The European Union and the Business Environment -- Chapter 3 - The Policies of the Single Economic System of the European Union -- Chapter 4 - The European Union and the World Economy -- Part II: Tactics and Implications for the European Union -- Chapter 5 - European Marketing -- Chapter 6 - Political Marketing and Public Affairs -- Chapter 7 - Joint Ventures and Strategic Alliances - A European Perspective -- Chapter 8 - European Business and Culture -- Part III: Case Studies -- Case Study 1: Evaluating European Potential and Expansion Possibilities for a US Furniture Company -- Case Study 2: What's Your Beef? The Role of the Meat and Livestock Commission After the UK BSE Crisis -- Case Study 3: Blending Ethics and Modernity the Co-operative Way -- Case Study 4: Boutinot Wines Limited -- Case Study 5: EVC (1986-94): The European PVC Industry and the Creation of the European Vinyls Corporation (EVC) -- Case Study 6: EVC (1995-2002): Joint Venture,The Amsterdam Stock Market Flotation and Acquisition by INEOS -- Case Study 7: Fulham FC: Club-Supporter Relationships 'Come All Ye Faithful' -- Case Study 8: Gruppo Massone: Acquisition Venture into the UK -- Case Study 9: LEGO: The Toy of the Twentieth Century - The Case of the Simple Building Blocks -- Case Study 10: Mannesmann Mobilfunk: Distribution Channel Decisions in the Growth Phase of the Mobile Phone Market in Germany -- Case Study 11: European Butter Battles the New Zealand Dairy Board and Spreadable Butter -- Case Study 12: Perkins Foods: The Place of Public Relations in the Profile of a European Food Business.

Case Study 13: Royal Philips Electronics -- Case Study 14: Shell: Environmental Stance in Eastern and Western Europe -- Case Study 15: The Stena Case: Pricing Strategy -- Case Study 16: Unilever Group: Marketing Strategies for Eastern Europe -- Index.

The second edition has been fully revised and includes new chapters on marketing strategy in Europe and business culture. 1. The importance of small to medium sized businesses, regionalism and networks within Europe. 2. The history and origins of the development of the EU, how it operates and is likely to develop. 3. The EU and its business and political relationship with the rest of the world - the EU is the major negotiator with the US in the World Trade Organisation talks and brokers trade across the world. 4. Marketing and how it is being developed across Europe. 5. The continued growth of joint ventures, strategic alliances and acquisitions in European business. 6. The distinct features of European business culture, both locally and across borders. 7. How business is internally evolving within the European Union.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2018. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.