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Research papers

Global marketing research to support global marketing

Many pharmaceutical companies, particularly those in the United States, 'went global' in the 1990s - yet most of them have failed to prosper from this endeavor. What went wrong? And what did the winners do right? This paper outlines the key forces at...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Lisa Rayder, Charlotte E. Sibley
September 14, 2003
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Citation

Rayder and Sibley (2003a, September 14). Global marketing research to support global marketing . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/global-marketing-research-to-support-global-marketing-