Discusses the example of the Whirlpool Corporation and its penetration of the European market in recent years. Examines the stages in the performance loop used to develop and sell products in any given market. Summarizes the approaches formulated from the planning stages above, such as acquisition, together with the introduction and positioning of new and existing brand names in the correct marketsegment. Concludes that marketing globally requires a flexible approach in order to meet the differing competitive scenarios.
Fettig, J. (1992), "Building a European Presence through Acquisitions and Brand Management", Journal of Business & Industrial Marketing, Vol. 7 No. 4, pp. 17-21. https://doi.org/10.1108/08858629210037245
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