The branding of international research

Date of publication: June 15, 1986


The paper traces the development of international marketing research over the years and shows that it has now become an established part of the activities of hundreds of research companies throughout the world. It is argued that an international dimension' pervades most market research these days, particularly under the influence of the major multinational marketing companies that represent the industry's main source of income.

Philip D. Barnard


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Research Papers

Research Papers

Research Papers

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