Machine generated contents note: pt. I Structure of the Economic Union and Core Issues -- 1. New Europe -- Myths and Reality -- 2. European Union and the Business Environment -- 3. Policies of the Single Economic System of the European Union -- 4. European Union and the World Economy -- pt. II Tactics and Implications for the European Union -- 5. European Marketing -- 6. Political Marketing and Public Affairs -- 7. Joint Ventures and Strategic Alliances -- A European Perspective -- 8. European Business and Culture -- pt. III Case Studies -- 1. American Furniture / Camille P. Schuster -- 2. Beef BSE / Phil Harris / Paul R. Baines -- 3. Co-operative Bank / Monica Gibson-Sweet -- 4. Boutinot Wines / Kevin Boles -- 5. EVC1 / Phil Harris / Matt Dodd -- 6. EVC2 / Irene Harris / Phil Harris -- 7. Fulham FC / Paul R. Baines / Sukhbinder S. Barn -- 8. Gruppo Massone / Claudio Vignali -- 9. LEGO / Hanne Gardner -- 10. Mannesmann / Matthias Thieme / H.J. Schmengler -- 11. New Zealand Dairy Board / Maureen Benson-Rea / Richard Hadley -- 12. Perkins Foods / Danny Moss / David Davies -- 13. Philips / Irene Harris / Matt Dodd / Phil Harris -- 14. Shell / Julia Clarke / Liz Walley -- 15. Stena Line / David Carson / Audrey Gilmore -- 16. Unilever / Julia Djarova / Carla Millar
Summary
Fully revised to incorporate much modern thinking in Europe this second edition includes material on the Euro and the enlargement of the EU and the development of companies with a European base
