Accessing European markets

  • Neil Harris


 Chapter 9 considers how and why European businesses need to access new markets. In this context the important role of market intelligence is analysed. The role of international marketing is considered as a means to achieve strategic objectives of accessing new markets. Linked to this, the problems of barriers to entry, first developed in  Chapter 3, are explored in more depth. Exporting, Foreign Direct Investment and joint ventures are examined as means of market entry and then applied to CEEC markets, developing the issues that were introduced in  Chapter 4.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Branch, Alan E., Elements of Export Marketing and Management (London: Chapman and Hall, 1990).Google Scholar
  2. de Rouffignac, P. Danton, Doing Business In Eastern Europe: A Guide for the 1990s (London: Pitman, 1991).Google Scholar
  3. Drew, John, Doing Business in the European Community, 3rd edn (London: Whurr Publishers, 1992).Google Scholar
  4. Dudley, James W., Exporting (London: Pitman, 1989).Google Scholar
  5. Gilligan, Colin and Martin Hird, International Marketing: Strategy and Management (London: Routledge, 1986).Google Scholar
  6. Hallenstein, Dalbert, Doing Business in Italy (London: BBC Books, 1991).Google Scholar
  7. Houlden, Brian, Understanding Company Strategy: An Introduction to Thinking and Acting Strategically (Oxford: Blackwell, 1993).Google Scholar
  8. Jain, Subash C, Marketing Planning and Strategy, 4th edn (Connecticut, USA: Southwestern Publishing Co., 1993).Google Scholar
  9. Karakaya, Fahri and Michael J. Stahl, Entry Barriers and Market Entry Decisions: A Guide for Marketing Executives (USA: Quorum Books, 1991).Google Scholar
  10. Ketelhohn, Werner, International Business Strategy (Oxford: Butterworth-Heinemann, 1993).Google Scholar
  11. Liebreich, Karen, Doing Business in Eastern Europe (London: BBC Books, 1991).Google Scholar
  12. Paliwoda, Stanley J., Investing in Eastern Europe: Capitalising on Emerging Markets (Wokingham: Addison-Wesley, 1995).Google Scholar
  13. Parkin, Michael and David King, Economics (Wokingham: Addison-Wesley, 1992).Google Scholar
  14. Randlesome, Colin, William Brierly, Kevin Bruton, Colin Gordon and Peter King, Business Cultures in Europe, 2nd edn (Oxford: Butterworth-Heinemann, 1993).Google Scholar
  15. Salvatore, Dominick, International Economics, 5th edn (Hemel Hempstead: Prentice-Hall International, 1995).Google Scholar
  16. Sodersten, Bo and Geoffrey Reed, International Economics, 3rd edn (Basingstoke: Macmillan, 1994).CrossRefGoogle Scholar
  17. Swann, Dennis (ed.), The Single European Market and Beyond (London: Routledge, 1992).Google Scholar
  18. Terpstra, Vern and Ravi Sarathy, International Marketing (Orlando, Florida: The Dryden Press, 1991).Google Scholar
  19. Winters, L. Alan, International Economics, 4th edn (London: Routledge, 1991).CrossRefGoogle Scholar
  20. Also: The Times Google Scholar

Copyright information

© Neil Harris 1996

Authors and Affiliations

  • Neil Harris

There are no affiliations available

Personalised recommendations