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Gervais-Danone case study

Author: Angelmar, Reinhard INSEAD Area: Marketing In: Marketing management:strategy and cases - Dalrymple, Douglas J.;Parsons, Leonard J - 1990 - Book Language: EnglishDescription: p. 827-836.Type of document: INSEAD ChapterNote: Please ask us for this itemAbstract: The chapter describes the market share tactics in a maturing market comprised of four national brands plus Gervais-Danone. The pedagogical objectives are to illustrate the problems involved in maintaining a market share in a maturing industry and to assess marketing mix elements and the use of regression-based market models for planning. An opportunity is provided for industry and competitive analysis
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The chapter describes the market share tactics in a maturing market comprised of four national brands plus Gervais-Danone. The pedagogical objectives are to illustrate the problems involved in maintaining a market share in a maturing industry and to assess marketing mix elements and the use of regression-based market models for planning. An opportunity is provided for industry and competitive analysis

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