The marketing of goods and services to businesses is a difficult task at the best of times. As a result of this, the skills required by business market researchers have developed over recent years. For many businesses, the key to their future development and success lies in developing European markets alongside their home markets. Business market researchers must now be able to assess opportunities across a large range of territories and business cultures. Help is at hand in the form of this comprehensive and fully up-to-date guide to business market research in Europe. The study shows how the market research processes can be adapted to make best use of the opportunities in the new Europe. Detailing the problems inherent in doing research in a country away from the home market, the authors provide guidance on how to plan and implement an international market research project (either in-house or by use of a contractor) that will provide useful and profitable results.
The core of the book is a series of detailed country-by-country surveys of Europe showing: customs and business practices; ease of acceptance of business market research; business distribution and internal regional variation; data sources and the validity of data available; the practicalities of business market research in each country; and local contact points. The book also covers the emerging markets of Eastern Europe.