Adapting research to the new world of marketing


After reviewing and defining what global marketing is (or should be), the talk develops three themes: I. Global marketing will accelerate dramatically: Very powerful economic forces compel leaders of the business community to think globally and act globally. II. Executing multi-national research studies, especially tracking studies, requires a detailed understanding of the system and how variation can affect it. III. Designing, approving, using and applying a multi-national research study requires very different organizational disciplines within the sponsoring company than one-country studies do.

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