An entry strategy report for Dairy Crest in Germany: A theoretical application of matrix marketing

British Food Journal

Volumn 101, Issue 5-6, 1999, Pages 393-409

  Vignali, Claudio ^a   Vrontis, Demetris ^a   Vignali, Daniella Maria ^b  

^a MANCHESTER METROPOLITAN UNIVERSITY   (United Kingdom)

^b Croydon College   (United Kingdom)

Author keywords

Dairy industry; Germany; Marketing; Strategy

Indexed keywords

EID: 84986105214     PISSN: 0007070X     EISSN: None     Source Type: Journal    
DOI: 10.1108/00070709910278325     Document Type: Article

References (5)

1. Dairy Crest (1998), Dairy Crest Group plc Annual Report, Building Added Value.
2. EIU Marketing in Europe (1997), “Yoghurt and related products in Germany”, January.
3. Euromonitor (1998), “Consumer market sizes dairy products”, European Marketing Data and Statistics.
4. Vignali, C. and Vrontis, D. (1999), An International Marketing Reader, The Manchester Metropolitan University.
5. ZMP Review (1998), “Dairy Germany EEC World”, ZMP Bonn.