search query: @author Kern, H. / total: 5
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| Author: | Kern, H. Wagner, H. Hassis, R. |
| Title: | European aspects of a global brand: The BMW case |
| Journal: | Marketing and Research Today
1990 : FEB, VOL.18, p.47-57 |
| Index terms: | EEC ORGANIZATIONAL STRUCTURE STRATEGIC PLANNING |
| Language: | eng |
| Abstract: | Now BMW is an export -oriented company. From Jan. 1st 1993 two thirds of their production will be sold in the Single European Market. A basic approach is provided for global brand management and guidelines for local marketing.BMW is ready for the SEM: its distribution network is already represented by subsidiaries in most important European car markets. |
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