Multinational market research as a basis for multinational marketing in the textile field (German)

Date of publication: September 1, 1974

Author: Heinrich Pemsel


The public eye nowadays is to an increased extent directed on multinational enterprises. Multi nationality, however, is rarely spontaneously associated with the sector clothing. Enterprises or even brands of absolutely world reputation are hardly to be expected in the sector clothing. By no means do I want to describe the development and growth of an international enterprise in this sector. It is rather to be proved that especially when there are international ambitions and aims in the very problematic sector of clothing marketing without market research is inconceivable

Heinrich Pemsel


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