Global trends in European alcoholic drinks consumption

Article Abstract:

European Union member countries are becoming more similar in their habits relating to the consumption of alcoholic drinks, according to research based on a comparative study of alcoholic drink consumption in the 15 European Union member countries as of 1995. There has been a reduction in total consumption levels, along with a marked shift away from spirits to drinks with a lower alcohol content. It appears that alcohol consumption is related to a number of factors, including the impact of an aging population, overall economic conditions and growing awareness of health issues.

Beverages, Beverage Manufacturing, Alcoholic Beverages, Research, Drinking of alcoholic beverages, Drinking (Alcoholic beverages)

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VBMarketing: understanding marketing effectiveness through value generation

Article Abstract:

Core principles of value-based management, marketing strategy and corporate finance form the basis for value-based marketing (VBMarketing). An analysis of the links between marketing and the overall process of value generation indicates that VBMarketing is motivated by the division between marketing and value creation. It is important for marketing and marketing research initiatives to be assessed in relation to the range of options within the framework of a company's strategic decision-making structure.

Marketing Management Development, Management, Marketing, Marketing management

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