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The challenge of globalization to marketing research

Date of publication: June 26, 1988

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Jacques E. Andriessens

Abstract:

Economic integration is a worldwide phenomenon but is a sequel to profound technological changes. The present international integration repeats what happened when local markets began to take regional/national dimensions. We are now on the way to operating in continental or worldwide markets. The subject is particularly relevant in Europe where the idea of the completion of the Common Market by 1992 is making progress every day. If this concept is accepted and it becomes part of the operating environment of the company, then our subject of today becomes more and more relevant.

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