Marketing planning in a Western company of a multinational type (French)

Author: P. Pigenet


This paper is based on the observation of the way several European Companies operate; these Companies manufacture and market consumer goods and belong to a large international Concern. Their relatively homogeneous operating methods, in spite of the diversity of countries, people, and markets, and also, we must say, the success of their operations in very competitive sectors, lead me to analyse and to confront these operating methods with "theory", so as to draw a new personal experience in the field of Management and Marketing.

P. Pigenet


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