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SEB 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. 129-140.Type of document: INSEAD ChapterNote: Please ask us for this itemAbstract: The chapter discusses the product launch of an alcoholic breverage. It illustrates the development of a segmentation and positioning strategy in a new market and the formulation of a marketing mix, and analyses the internal consistency of decisions on the target segment, positioning and marketing mix. It assesses the plus and minus factors of market entry as number two
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The chapter discusses the product launch of an alcoholic breverage. It illustrates the development of a segmentation and positioning strategy in a new market and the formulation of a marketing mix, and analyses the internal consistency of decisions on the target segment, positioning and marketing mix. It assesses the plus and minus factors of market entry as number two

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