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Successful Marketing Strategies in the Changing Machine Tool Market

Shaw, Vivienne, Wong, Veronica (1996) Successful Marketing Strategies in the Changing Machine Tool Market. Journal of Strategic Marketing, 4 (1). pp. 53-69. ISSN 0965-254X. (doi:10.1080/09652549600000003) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:32891)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
http://dx.doi.org/10.1080/09652549600000003

Abstract

Believes that, as the conditions for doing business in Europe change, it is interesting to study successful marketing strategies in the UK market for the benefit of both local and overseas companies; selects the machine tool industry for study because of its strategic importance, and provides statistics relating to world share of production and exports and major sources of UK imports. Reviews literature on successful marketing strategies and, from interviews with US, German, Japanese and UK manufacturers, investigates strategic objectives, customer/competitor targets, competitive advantage and the marketing mix. Suggests that findings indicate ways in which success in the UK market can be pursued in the broader European market through, for instance, a higher degree of market orientation and a sounder understanding of the competitive nature of the marketplace.

Item Type: Article
DOI/Identification number: 10.1080/09652549600000003
Uncontrolled keywords: Europe, Machine Tools, Marketing Strategy, United Kingdom
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Catherine Norman
Date Deposited: 11 Jan 2013 12:02 UTC
Last Modified: 16 Nov 2021 10:10 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32891 (The current URI for this page, for reference purposes)

University of Kent Author Information

Wong, Veronica.

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