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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0885-8624
- DOI
- 10.1108/08858629210037245
- Publisher site
- See Article on Publisher Site
Abstract
Discusses the example of the Whirlpool Corporation and itspenetration of the European market in recent years. Examines the stagesin the performance loop used to develop and sell products in any givenmarket. Summarizes the approaches formulated from the planning stagesabove, such as acquisition, together with the introduction andpositioning of new and existing brand names in the correctmarketsegment. Concludes that marketing globally requires a flexibleapproach in order to meet the differing competitive scenarios.
Journal
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Apr 1, 1992