Using research to improve global marketing

Abstract:

The paper describes how research was used to assist in the development of a relationship marketing programme designed to increase brand awareness and to position British Telecommunications and its family of alliances as a global telecommunications company with local expertise. BT Global is the international division of British Telecommunications pic working with a number of locally owned BT companies and joint venture partners throughout the world to deliver modern high quality and efficient telecommunications services designed to meet the increasing demands of its customers. A relationship marketing programme targeted at corporate telecommunications decision makers originally designed and launched in the United Kingdom was adapted by BT Global for a number of international markets. In order to draw upon existing experience and identify markets offering the most potential research was undertaken in five countries where the service already exists and in ten possible new markets.

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