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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Pierre Desmet & Monique Zollinger, 1998. "L'Euro : Conversion de prix ou remise en cause des stratégies marketing ?," Post-Print halshs-02925814, HAL.
    • Handle: RePEc:hal:journl:halshs-02925814
    DOI: 10.7193/DM.013.07-16
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