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International Marketing and Competition in European Markets

International Marketing and Competition in European Markets This places the industry within the dynamic environment provided bythe push towards the free movement of goods and overall marketliberalisation within the European Community as codified in the1992 measures. The challenge of adopting a truly globalapproach to international marketing is discussed, and several potentialapproaches offered in particular lowcost and serviceenhancementstrategies are debated. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

International Marketing and Competition in European Markets

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/EUM0000000001685
Publisher site
See Article on Publisher Site

Abstract

This places the industry within the dynamic environment provided bythe push towards the free movement of goods and overall marketliberalisation within the European Community as codified in the1992 measures. The challenge of adopting a truly globalapproach to international marketing is discussed, and several potentialapproaches offered in particular lowcost and serviceenhancementstrategies are debated.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Apr 1, 1991

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