1. PREFACE
Today’s world is influenced by many factors such as globalization, cultural influences and the presence of the open market. Europe is a fine proof of this influence as it is more open for international business. Products from around the globe can be accessed by all types of consumers in the European market. Many find the European market more open to international businesses. Some find their successes in the European market through the use of good market analysis. Brooksbank (1991) notes that good market analysis is a key to the successful marketing plan;; it gives companies advice which will ...