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Application of a general model in multi-national marketing planning

Date of publication: June 15, 1971

Catalogue: Seminar 1971: Multi-Country Research

Authors: Oluf T. Damm, Flemming Hansen

Abstract:

The model has behaved well in forecasting total sales in the different countries, and it is noteworthy that it has predicted extremely different sales developments in different countries. Moreover, it will be discussed how its application has resulted in significant changes in product and sales strategies. In conclusion, the model has made it possible to predict unwanted sales developments, and it has made it possible to adjust marketing policies so that the sixties can be characterised as a period of expansion for the company.

Oluf T. Damm

Author

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Flemming Hansen

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Citation

Damm and Hansen (1971a, June 15). Application of a general model in multi-national marketing planning. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/application-of-a-general-model-in-multi-national-marketing-planning