Abstract:
International marketing strategies and styles vary widely from the marketing of almost identical brands through to the meeting of similar consumer needs across several countries via radically differing mixes of product, communication variables and price. Similarly, companies involved in marketing products or services in more than one country take many forms, ranging from home- based exporters through to multi-national concerns with operating subsidiaries in a number of countries. The most significant international businesses tend to be in this latter category and a key factor is the division of the various aspects of marketing policy making between the head or regional offices and the local operations. With such variations in strategy and structure it is not surprising that information needs are similarly diverse. It can be helpful to classify the main areas of research input as contributing to 1) market; 2) strategy or; 3) problem orientation.
Research Papers
The branding of international research
Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Philip D. Barnard
 
June 15, 1986
Research Papers
A qualitative research perspective on international marketing research
Catalogue: Seminar 1976: International Market Research
Author: John R. Goodyear
 
April 1, 1976
Research Papers
The patient's input
Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Author: Philip D. Barnard
 
June 15, 1983
