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L'Euro : conversion de prix ou remise en cause des stratégies marketing ?

Zollinger, Monique; Desmet, Pierre (1998), L'Euro : conversion de prix ou remise en cause des stratégies marketing ?, Décisions Marketing, 13, p. 7-16

Type
Article accepté pour publication ou publié
Date
1998
Journal name
Décisions Marketing
Number
13
Publisher
EMS - Editions Management et Sociétés
Pages
7-16
Metadata
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Author(s)
Zollinger, Monique

Desmet, Pierre
Abstract (EN)
Conversion to the single European currency, the euro, requires good management of the transition on the part of companies, both internally and externally, taking into account the importance of communication which is necessary to win consumer confidence. Through the unification of the European market, this change of currency radically alters not only price policy but also, through a rebound effect, product policy and international marketing strategy.
Subjects / Keywords
Euro; Commerce international; Illusion monétaire
JEL
F12 - Models of Trade with Imperfect Competition and Scale Economies; Fragmentation
L11 - Production, Pricing, and Market Structure; Size Distribution of Firms
D41 - Perfect Competition