Grunert, Klaus G.5; Grunert, Suzanne C.4; Glatzer, Wolfgang4; Imkamp, Heiner4
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 unknown5 Department of Management, Aarhus BSS, Aarhus University
Changes in economic, demographic, and cultural factors in West Germany during the past decades are briefly described, as well as changes in consumption patterns and the way the major marketing variables have been used and implemented. Special atte is paid to the upheavals caused by the German reunification. Implications for marketing management are drawn by proposing nine bipolar constructs.
International Journal of Research in Marketing, 1995, Vol 12, Issue 4, p. 417-433