Market Entry Strategy for Italy (Crown Berger)

Italy is a complex market, different in many ways from the ordered calm of Northern Europe. With a rapidly developing distribution infrastructure – particularly at the retail level – the market for paints is changing quickly. Examines the threats and opportunities this presents as they apply to one major UK manufacturer. Includes background data on the geography, economy and markets.

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Year of publication:	1994
Authors:	Vignali, Claudio ; Tarry, Alan
Published in:	Management Decision. - MCB UP Ltd, ISSN 1758-6070, ZDB-ID 2023018-7. - Vol. 32.1994, 3, p. 11-18
Publisher:	MCB UP Ltd
Subject:	Crown Berger \| Customer profiling \| Distribution systems \| Italy \| Marketing mix \| Own‐label goods \| Packaging \| Paint industry \| Planning \| Product development

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Type of publication:	Article
Type of publication (narrower categories):	case-report
Language:	English
Other identifiers:	10.1108/00251749410057339 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014933607