Of course I'm concerned, but...a case history on international marketing plans for a new product launch across Europe.

Julia Gartside

This case study gives an example of how market research can be used as an integral part of the development of a marketing programme to explore and enter markets in which there is no prior knowledge or expertise.

Of course I'm concerned, but...A case history on international marketing plans for a new product launch across Europe

Julia PWI Gartside Pegram Walters International,United Kingdom

BACKGROUND

There is ever-growing concern about the condition of the world around us: just consider the increasingly widespread concerns about oil spills from tankers, deep-sea disposal of potentially harmful items such as decommissioned oil platforms and toxic waste, the 'greenhouse effect', nuclear bomb testing, nuclear power by-products such as reprocessing/transit/disposal, environmental damage caused by road-building, animal species extinction, and so the list goes on....

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