The saga of lan's experiences as Sales Manager of Lough Equipment Pty. Ltd. and the big Whitlock loader backhoes continues, with a new challenge on the horizon. Its name was JCB! Following their perusal by Eric Lough, the 1964 editions of the Britishconstruction equipment magazines routinely found their way onto my cluttered desk. For months we had been noting the dramatic escalation throughout the UK and Europe of the promotion and resultant rampant marketing penetration of JCB loader backhoes. Wealso noted that JCB had embarked on a global expansion of establishing importers in North America and the Asia Pacific region. Rather ominously we also detected that Whitlock sales nose dived wherever JCB established a toehold.
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