Marketing problems in the German food trade

The level of competition in the German food trade is very high, as it is in this country. But the structure of the German food trade is very different, since they do not have our massive concentration of food multiples. In this paper, originally delivered to the CIES Annual Executive Congress in Hamburg in June of this year, Dr Schoneweg looks specifically at marketing practice in his own company, Tengelmann, and how this is the result of a carefully considered policy.