Mega Marketing Trends in the European Market of 1992
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Authors
Heilig, Ralf
Issue Date
1991
Type
Thesis
Language
en_US
Keywords
Europe , Marketing , Mega marketing trends , Market potential
Alternative Title
Abstract
This study has investigated the relevant changes in the set up of the European Market on the base of the available information in 1990/91. These changes were evaluated in general and then analyzed on their impact on the marketing-mix of European corporations as well as on corporations from overseas. As a center point was seen the product-marketing. Most of the other marketing-mix choices depend on the positioning decisions of the product-policy and its features. The relevant changes and the marketing decisions are determined as 'Mega-Marketing-Trends' and identify critical decisions within the marketing-mix consideration. However, all the settings within the marketing-mix depend on the strategic approach of the corporation to the European market. Therefore, it has to be analyzed how the company seeks its position for the future. The possible strategies for the new European market are outlined and discussed in a strategy as well as in an operational manner. Both should help new-comers and European companies to redefine their strategies to a successful approach to the European Market of 1992.
Description
This thesis is being archived as a Digitized Shelf Copy for campus access to current students and staff only. We currently cannot provide this open access without the author's permission. If you are the author of this work and desire to provide it open access or wish access removed please contact the Wahlstrom Library to discuss permission.
Citation
R. Heilig, "Mega Marketing Trends in the European Market of 1992", Thesis, School of Business, Univ. of Bridgeport, Bridgeport, CT, 1991.