A United States perspective on the status and future of international marketing research

Date of publication: June 15, 1984

Author: Eileen A. Kelly

Abstract:

The aim of the study was to obtain an understanding of current and future international marketing research needs in the United States. The paper analyses the data by the type of corporation/advertising agency, the size of the international research budget, the type of international research firms employed and the top management interest in international marketing research.

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