UK and German defence industry change: some perspectives on strategic marketing

Article Abstract:

Significant trends in the UK and German defence industries over recent years, especially the considerable reduction in defence budgets, have made it imperative for defence equipment suppliers to address the issue of strategic marketing. However, many have an ingrained culture which is strongly opposed to this approach. They will inevitably have to make cultural and organisational changes if they are to survive in an environment which is increasingly international and competitive in nature.

Defense industry

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A study in international marketing: The development of a consumer database marketing capability

Article Abstract:

Seagram Europe & Africa (SE&A) reviewed its marketing communication mix, and implemented a database marketing capability in Europe, after considering the strategic role of database marketing. This followed certain changes in the external and internal marketing environment, including advertising restrictions, economic factors, social behaviour and the rising costs of traditional media.

Usage, Seagram Company Ltd., Database marketing

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