haku: @author Shaw, V. / yhteensä: 5
viite: 5 / 5
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| Tekijä: | Shaw, V. |
| Otsikko: | The marketing strategies of British and German companies |
| Lehti: | European Journal of Marketing
1994 : VOL. 28:7, p. 30-43 |
| Asiasana: | GERMANY MARKETING STRATEGY TOOLS |
| Kieli: | eng |
| Tiivistelmä: | The paper compares empirically the marketing strategies and organizational characteristics of 40 British and German companies operating in the machine tool industry. The article shows that German manufacturers have a clear objective to develop a long-term business focusing on quality and reliability as a means of satisfying customer needs. Meanwhile the British adopt a more defensive approach to their marketing strategies. |
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