Marketing research in planning East-West industrial co-operation

Date of publication: September 1, 1974

Author: Gábor Hoványi

Abstract:

Some ideas will be discussed on the marketing research related to the East-West industrial cooperation of Companies in the West - with detailed knowledge on the situation and characteristics of the potential East partners. In the course of discussion four sequential planning stages of marketing research will be distinguished: 1. Survey and weighting of advantages and risks; 2. Survey of macro-economical and company "background"; 3. The complex analysis of advantages, risks and company "background" and 4. Planning the marketing research of the West company.

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