| Author: | Ludwig, B. D. |
| Title: | Marketingstrategien in integrierten Binnenmaerkten. (!Single market) |
| Journal: | Unternehmung
1988 : NOV, VOL. 42:6, p. 439-456 |
| Index terms: | MARKETING STRATEGY INTERNATIONAL MARKETING EEC USA |
| Language: | ger |
| Abstract: | The USA market is an integrated internal market, similar to the prospective Common Market 92. Therefore it represents a similar challenge for the Swiss companies. Market segments and trends in the USA economy are characterized. The markets of consumer goods as well as capital goods are examined in detail. The problem of determining an appropriate marketing strategy for exporters to these markets are discussed. Three phases of the strategic process are specified: selecting USA as an export market; selecting an entry strategy; strategy implementation and control. |
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