This places the industry within the dynamic environment provided by the push towards the free movement of goods and overall market liberalisation within the European Community as codified in the “1992” measures. The challenge of adopting a truly global approach to international marketing is discussed, and several potential approaches offered: in particular low‐cost and service‐enhancement strategies are debated.
Crawford‐Welch, S. (1991), "International Marketing and Competition in European Markets", International Journal of Contemporary Hospitality Management, Vol. 3 No. 4. https://doi.org/10.1108/EUM0000000001685
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