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| Author: | Salerno, F. Sioffi, B. |
| Title: | Vers un marketing direct europeen = A tendency towards a European direct marketing |
| Journal: | Revue Francaise du Marketing
1990 : /1, 126, p. 13-34 |
| Index terms: | DIRECT SELLING MARKETING EUROPE EEC MARKETS HOTEL AND CATERING INDUSTRY |
| Language: | fre |
| Abstract: | THe effects of the emerging European Internal Market on the diffusion of the application of direct marketing techniques are examined. Different company dispositions to adapt marketing practices to the new market realities are identified. The development of direct marketing in the international hotel reservation systems is described. A typology of countries and regions is presented as an aid to make sense of data about the application of direct marketing in different territories. The segmentation framework of the Fourth Pan European Survey is presented. A model is developed to show a number of important aspects of the European direct marketing. |
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