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...

Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed...