haku: @author Weinberg, P. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Weinberg, P. |
| Otsikko: | Euro-Brands Erlebnisstrategien auf europäischen Konumgütermärkten |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1992 : VOL. 14:4 p.257-260 |
| Asiasana: | BRANDS CONSUMER GOODS EUROPE CONSUMER BEHAVIOUR |
| Kieli: | ger |
| Tiivistelmä: | The Internal Market in Europe leads to a sharpening competition and manufacturerers will have to expand their international activities. Noticing the saturation of many markets and the fact that the products become more similar, it is useful to seek competitive advantage through "emotional benefit strategies". These strategies should be based on common European value trends and concentrate techniques of visual or "nonverbal communication" in order brake the language barrier and to present brands in a similar way in different countries. |
SCIMA