Discusses studies on the way in which US manufacturers adjust or adopt their marketing activities to Western Europe's national, regional and local differences. Reports that most studies reviewed found high degrees of standardisation prevailing – the managerial implications of this are...

Spotlights the US passenger automobile market and the effect that foreign manufacturers have, by changing two elements of the marketing mix – the introduction of compact economy cars into the market plus the low initial price. Focuses on foreign auto manufacturers who have penetrated the US...

Presents the results of an empirical study of the activities of US multinationals manufacturing in Scotland. Provides an examination of the aspects of strategies for market entry and development. Concentrates specifically on market planning issues, providing data illustrating some of the...

Explores, within the framework of international research, product, distribution and price. Investigates the behaviour of large US firms with a view to identifying and difference in growth rates to their counterparts. Examines the relationship between fast growth of the corporate entity as a...

Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements. Gives attention to the approach taken to teaching marketing at undergraduate and graduate levels. Concludes that European and US respondents reacted overall similarly.