Marketing research in Western European capitalistic countries (French)

Author: Jean S. Sugdury

Abstract:

This paper tries to make a sketch of the general frame in which Marketing Research operates, and draw some conclusions on its means, possibilities and difficulties. The tendencies which are nowadays in development in Europe are then succinctly analysed. Lastly, the process through which a Company eager to enter a new market has to go is studied, especially in the case of building business in country unknown to its staff.

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