Abstract:

The trend towards multinational marketing is growing. Fewer companies now dominate fields such as housekeeping products, health and beauty aids, paper products, hot and cold beverages and so on. Increasingly, the potential for international expansion is built into new products from the start, which can lead to lower development and marketing costs and a reduction in the risk of product failure. Clearly this trend creates a need for an international on-line management information system; which is exactly what we have established at Nielsen International in Paris over the past five years.