چگونگی قابلیت‌های بازاریابی و عملکرد کنونی در بازارهای بین‌الملل

چگونگی قابلیت‌های بازاریابی و عملکرد کنونی در بازارهای بین‌الملل

International marketing research: A global project management perspective

سال نشر:

2007

نویسندگان:

Robert Young a,⁎, Rajshekhar G. Javalgi

تعداد صفحه فارسی/انگلیسی:

-

10

کلمات کلیدی:

International marketing, Global marketing strategies, Marketing research, Competitive advantage

دانشگاه

نشریه

Kelley School of Business

چکیده مقاله

A B S T R A  C T

addressed in order to conduct research across national borders. Particular attention
is paid to the nuances related to primary data collection and questionnaire
construction.Abstract As organizations continue to pursue more global strategies, the need to
be able to understand consumers in far away places is increasing. Marketing research
is the primary mechanism through which companies understand their current, as well
as potential, customers. As companies contemplate the global marketplace, they
must consider how domestic market research differs when conducted in international
markets. In an effort to help internal client side marketing research managers
design and implement improved international research studies, we briefly discuss
the context for international market research and provide a framework for
conducting international market research projects. Additionally, we present several
factors that should be considered by marketers who engage in global market
research studies. These factors represent the variety of challenges that must be
addressed in order to conduct research across national borders. Particular attention
is paid to the nuances related to primary data collection and questionnaire
construction.

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