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

Pierre Desmet and Monique Zollinger
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Pierre Desmet: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School
Monique Zollinger: Institut d'Administration des Entreprises (IAE) - Tours

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Abstract: 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.

Date: 1998-01-01
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Published in Décisions Marketing, 1998, 13 (1), pp.7-16. ⟨10.7193/DM.013.07-16⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02925814

DOI: 10.7193/DM.013.07-16

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