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| Author: | Topfer, A. Hunerberg, R. |
| Title: | Wettbewerbsstrategien im Europaischen Binnenmarkt (Competitive strategies in the unified European market) |
| Journal: | Marketing
1990 : VOL. 12:2, p. 77-90 |
| Index terms: | EEC COMPETITION CORPORATE STRATEGY |
| Language: | ger |
| Abstract: | The unified European market which will be created by 1992 poses new problems for marketing strategies on firm level. The article presents marketing strategy choices arranged in a strategy cube whose dimensions are: market segmentation (mergers, acquisitions) and behaviour (dominance, aggressivity). Examples of individual industries (transport, pharmaceutical, retail and wholesale trade etc.) are given. |
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