The second edition of European Business and Marketing has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. European Business and Marketing has been researched and written especially for students on undergraduate and post graduate courses, who need to understand modern European marketing, the European Union and the distinct features that are emerging in the World's largest market place. European Business and Marketing includes new chapters on marketing strategy in Europe and business culture. It also covers such important issues as the expansion of the Union, the development of the Euro as a single currency, economic and monetary policy. The text looks at Europe holistically and builds on modern theoretical concepts to look at the present state of business in European and future trends. Through seven core chapters the reader is introduced to the issues that are emerging within the EU and its relations to the wider Europe and the rest of the world. The book introduces the following significant themes. INDICE Questions and Themes Introduction The Policies of the Single Economic System The EU and the Business Environment Marketing in Europe The European Union and the World Economy Joint Ventures and Strategic Alliances European Business and Culture Cases