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Volume 10, Issue 5
1 May 1976
European Journal of Marketing Cover Image for Volume 10, Issue 5
Research Article| May 01 1976

Perspectives on the European marketing strategy of US multinationals Available to Purchase

Stephen Young;
Stephen Young
Department of Economics, and Management, Paisley College of Technology, Paisley, Scotland, UK
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Neil Hood
Neil Hood
Department of Economics, and Management, Paisley College of Technology, Paisley, Scotland, UK
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
1976
European Journal of Marketing (1976) 10 (5): 240–256.
https://doi.org/10.1108/EUM0000000005049

Presents the results of an empirical study of the activities of US multinationals manufacturing in Scotland. Provides an examination of the aspects of strategies for market entry and development. Concentrates specifically on market planning issues, providing data illustrating some of the problems faced by US multinationals.

Keywords:
Marketing strategy, Multinationals, Europe, USA, Marketing planning, Marketing management
This content is only available via PDF.
© MCB UP Limited
1976
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