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Ciba-Geigy France: Agricultural Division

By Reinhard Angelmar
Published 01 Jan 1987
Reference 1920
Topic Marketing
Industry Utilities,  Agriculture,  Chemicals
Region Europe
Length 25 page(s)
Language English
Inspection copy
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Summary

The marketing manager of Ciba-Geigy's Agro Division in France must recommend a marketing strategy and marketing mix for a new fungicide. The degree of market coverage and whether to take an undifferentiated or a differentiated approach are the major issues.

Keywords
  • CONCENTRATED
  • SEGMENTATION
  • MARKETING MIX
  • POSITIONING
  • UNDIFFERENTIATED
About the author
Angelmar

Reinhard Angelmar

Emeritus Professor of Marketing

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