Marketing in Europe: The Experience of Small and Medium European Food and Drink Firms - Perspectives on Europe (Hardback)

One of the key strengths of the book is that it is based on detailed case studies of the international and European development of 15 small/medium sized food and drink firms in five countries (the UK, France, Belgium, Portugal and Italy). The book has three introductory chapters which describe the fast changing environment for the firms and highlight the issues. After the cases, three chapters examine the problems the firms faced and how they were overcome, what help they received, and their response is to the Single Market; lessons are then drawn for firms and for policy makers. The practical suggestions include comment on export marketing strategy, including product, price, promotion and export marketing channels. Written with the collaboration of distinguished academics in Belgium, Italy and Portugal, the book should interest academics, practitioners, students and policy makers.