Successful competitive positioning: the key for entry into the European consumer market
John R. Darling
(John R. Darling is Distinguished Visiting Professor of Marketing and Management, Rockhurst University, Kansas City, Missouri, USA.)
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Abstract
Focuses on the importance of successful competitive positioning in the European consumer market. Presents a model for establishing a competitive position in the minds of consumers. Proposes that the model presented will help marketing executives achieve a better competition position in the European market by the successful use of components and elements which it has identified.
Keywords
Citation
Darling, J.R. (2001), "Successful competitive positioning: the key for entry into the European consumer market", European Business Review, Vol. 13 No. 4, pp. 209-221. https://doi.org/10.1108/EUM0000000005535
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited