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Building a European Presence through Acquisitions and Brand Management

Building a European Presence through Acquisitions and Brand Management 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Building a European Presence through Acquisitions and Brand Management

Fettig, Jeff
Journal of Business & Industrial Marketing , Volume 7 (4): 5 – Apr 1, 1992
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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

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