Marketing in the new Europe
Irena Jakubowski
(Consultant at PROMAR
International, Newbury, UK.)
1330
Abstract
Looks at the opportunities for food manufacturers created by the changes in Europe. Provides analyses of the changing trends in marketing for: the food manufacturing industry; the existing food industry, in terms of three player types; and the European consumer base. Identifies strategies for success for each of the three player types.
Keywords
Citation
Jakubowski, I. (1995), "Marketing in the new Europe", British Food Journal, Vol. 97 No. 6, pp. 18-24. https://doi.org/10.1108/00070709510092334
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited