Strategies for a European catalog
Desmet, Pierre; Xardel, Dominique (1994), Strategies for a European catalog, Journal of Direct Marketing, 8, 3, p. 62-73. 10.1002/dir.4000080309
TypeArticle accepté pour publication ou publié
Journal nameJournal of Direct Marketing
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Abstract (EN)The economic and legal integration of Europe and the convergence of needs for business-to-business markets as well as for consumer goods suggest that Europe is a common market. Furthermore, for economic reasons, technological factors promote a single catalog for European markets. Conditions are met for a pan-European catalog. However, analysis of six companies’ strategies leads to the conclusion that it is not always the case and that other factors, such as the activities of producers versus distributors or channel confrontation, can explain the choices.
Subjects / Keywordscatalog; Europe; globalization; standardization
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