Abstract:

The paper looks at the extent to which the development of international market research has paralleled the development of international and multi-national marketing. It considers the growth and development of global marketing and the emergence of world brands, and the ways in which the market research world has responded with its own international infrastructure, co-ordination systems and branded products. Finally, it considers the future of international research; the challenges, the problems, the opportunities... and concludes with a few predictions.