...Murat Hakan Altintaş; Tuncer Tokol Purpose To examine the antecedents of consumer ethnocentrism, specifically with respect to Turkish consumers' attitudes to products originating in Europe. Design/methodology/approach Antecedents identified from the literature are allocated to one of three...

...Inés Küster; Natalia Vila Purpose To compare marketing education methods in Europe and North America, and analyse the opinions about effectiveness underpinning educators' choices among available options. Design/methodology/approach E‐mail questionnaires distributed to a sampling frame...

... for marketers. This paper examines the growing impact of immigrants in Europe and offers an American example of how to penetrate these emerging market segments. Of all the ethnic groups in the USA, Hispanic‐Americans are the fastest growing segment and the largest ethnic minority group. In Europe new immigrant...

... to attitudinal or behavioural data (Woo, 1998). While acknowledging the alternative approaches to segmentation, Kotler (1991) maintains that to be successful a segment has to meet four criteria: Airports Retailing Market segmentation Europe The use of market segmentation techniques...

... of convergence across Europe can be identified in the form of a number of demographic, socio‐economic and lifestyle trends associated with the development of a post‐industrial society. These pan‐European trends are identified as a decline in population growth, changing age profile, increase in unemployment...

... to be extended to include participants, physical evidence and process. Their framework is discussed below. © MCB UP Limited 1995 Europe Four Ps Marketing mix United Kingdom The marketing mix concept is one of the core concepts of marketing theory. However, in recent years, the popular...

.... Implementing an effective marketing plan for Europe will for most companies demand changes in management structure, so as to profit from the new opportunities for integrated marketing communications campaigns. © MCB UP Limited 1991 Europe Marketing strategy Organizational structure Single market...

...Prabhu S. Guptara Recent publications and resources concerning the dramatic changes in European politics, and future business prospects following the introduction of the Single Market in 1992 are discussed. © MCB UP Limited 1990 Europe Politics Single market EUROPEAN BUSINESS REVIEW...

...Members of the Editorial Staff A selection of recent abstracts of articles on Europe and 1992 illustrates some of the elephant traps and misconceptions which surround the hype for 1992. EUROPE - ALL FOR ONE . . .? by Members of the Editorial Staff, European Business Review The European Business...