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Julian Usunov: Opportunities in a New Member State: Bulgaria (AESGP Congress, Warsaw, 2007)

The main thesis in this presentation to the European experts in non-prescription products is that there are no big and small markets: there are good and bad marketers. Some examples are given of successful OTC marketing strategies where the years that followed confirmed that that the best results are achieved when the promotional activities are designed and adapted to the local market rather than following “the trodden path” elsewhere.

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