A European Researcher's View of European Business Marketing

Article Abstract:

Europe is both a difficult and rewarding area for multinational marketers to work in. Most of the research techniques used in the United States are available in Europe. When working across Europe on a project, there are a number of considerations an experienced researcher should keep in mind. These include differences in language and culture. There are also differences in the ways products or services are used. Both marketing and advertising strategy is influenced by the availability of media which will differ from country to country. Sampling techniques to be used in research should be representative of the population to be studied. They should also be within the abilities of the interviewer. Good results from multinational research in Europe will require a thorough understanding of how different topics and scale should be approached in different countries.

Marketing research, Market research

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Miller: business direct marketing tools often go under-utilized by clients

Article Abstract:

Advances in computer technology and cooperation with the US Postal Service will enable business direct marketers to more fully utilize the potential of direct marketing. Greater application of data bases and advanced office technologies such as fax machines and computer communication systems will significantly enhance mailings, telemarketing, and customer service. These possibilities make business direct marketers the potential leaders in superlative targeted marketing and personalized service.

Equipment and supplies, Direct marketing, Technology application, Target marketing

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