Tab Article
List of Charts and Figures
Acknowledgements
Part I : Introduction
Chapter 1. : The Three Telephones
Chapter 2. : Resurrecting a Kingdom in Decline
Chapter 3. : How Much Do You Know About the “New Europe”
Chapter 4. : Danger: Continent Under Construction-Proceed at Your Own Risk
Part II : Euromarketing
Chapter 5. : Complacency Invites European Competition at Home: Looking Back
Chapter 6. : A European Business and Strategy Overview
Chapter 7. : EuroMarketing: Some Differences in Approach
Part III : Strategic Alliances and Their Application
Chapter 8. : The Strategic Alliance: The Key to European Market Penetration
Chapter 9. : The European Community and the Nature of Strategic Alliances
Chapter 10. : Learning from the Experiences of Large Companies in the New Europe
Chapter 11. : Successful European Strategies
Chapter 12. : Establishing the Smaller American Company in Europe
Part IV : Eastern (Central) Europe
Chapter 13. : The New Eastern Europe: Opportunity or Trap
Chapter 14. : Moving to Market Economy
Chapter 15. : Business Strategy for Central Europe
Chapter 16. : A Foothold in the East
Chapter 17. : A Helping Hand from the West, or Who Was That Masked Man?
Directory of European Information Sources
Chapter 18. : Directory of European Information Sources
Appendix : “Eurospeak” Glossary of the New Europe
Chapter 19. : Eurospeak: The Languge of the New Europe
Endnotes
Index
