| Tekijä: | Kern, H. Wagner, H. Hassis, R. |
| Otsikko: | European aspects of a global brand: The BMW case |
| Lehti: | Marketing and Research Today
1990 : FEB, VOL.18, p.47-57 |
| Asiasana: | EEC ORGANIZATIONAL STRUCTURE STRATEGIC PLANNING |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA