Abstract:

This paper is designed to complement the paper presented by Dr. Alexander Krzyminski at Palermo, in July, 1972. Dr. Krzyminski's paper set out to describe the current situation in Poland so as to "serve the idea of extending East-West trade" and, at the same time to provide a basis for the comparative study of the marketing institutions which exist respectively in Comecon and E. E. C. countries to which the ESOMAR East/West Working Party is dedicated. The aim is to generalise somewhat with regard to the current practice which, to a greater or lesser extent, is common throughout the member states of the European Economic Community, although, of necessity, the current practice in the United Kingdom is described.