Publisher's Synopsis
This report provides information for executives concerned with marketing products in Europe. It answers questions raised by crossborder marketing by analyzing the strategies and techniques of 25 winning companies. The report has two dimensions: issue analysis and case studies. It reveals how companies such as McVitie, Gillette, Bird's Eye, Walls and Cadbury Schweppes are rearranging their brand portfolios in different countries to exploit consumer similarities. Various approaches are discussed: some companies are opting for pan-European integration in search of economy of scale; others prefer country-by-country brand exports. Based on interviews with the winning players, the report examines issues such as: emerging Euro-brands; the best way to conduct pan-European research; how to formulate brand strategies; reformulating communications strategies; and reorganizing the market function.;If you wish to receive lists of titles published on this and other subjects, please contact EIU's London office.
