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Research papers

The importance of Pan-European marketing information for international marketing strategy

We note in this case-study that the support of pan-European marketing information is decisive to understand the complexicity of the challenging European market which needs a lot of preparation for the total opening of the frontiers. It is...

Catalogue: Conference 1991: International Marketing Research
Authors: Robbert Betman, Dominique Leuba
June 15, 1991

Research papers

Die European via de vivre (English)

The Europe marketing concept suffers greatly from two opposing attitudes : total amnesia regarding European history in favour of data completely deprived of context, and the claim that diverse histories and cultures are a radical obstacle to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Pascal Fleury
June 15, 1991

Research papers

Die European via de vivre (French)

The Europe marketing concept suffers greatly from two opposing attitudes : total amnesia regarding European history in favour of data completely deprived of context, and the claim that diverse histories and cultures are a radical obstacle to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Pascal Fleury
June 15, 1991

Research papers

Searching for common ground in the New Europe (German)

The New Europe represents a unique challenge to companies and the research industry alike. Its structures and market dynamics are not yet firmly established. There are no valid "maps" or orientation systems which would be needed for reliable...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
June 15, 1991

Research papers

International marketing strategy

Three key propositions form the argument of this paper :1. The European Single Market is the third period of discontinuity in consumer marketing in this century - two world wars changed national environments and industry structures leading to...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: William Ramsay
June 15, 1991

Research papers

The use of research to develop a new concept in international management development services

The increasing internationalisation of business activities, both in Europe and elsewhere, has led to a growth in demand for management development services with an international focus. Ashridge Management College and the Center for Creative...

Catalogue: Conference 1991: International Marketing Research
Author: Carol Coutts
June 15, 1991

Research papers

Developing brand strategies across borders

Two of the many themes that have dominated ESOMAR's thinking in recent years provide the text of this paper. The first is the necessity of absorbing the lessons of marketing and developing research products and brands to add value to the analysis and...

Catalogue: Conference 1991: International Marketing Research
Author: Judie Lannon
June 15, 1991

Research papers

Understanding culture in international marketing

Culture is a word frequently used but insufficiently defined and delineated, especially in the marketing context. This paper offers some definitions of culture and its component dimensions, which are intended to be of use to marketing...

Catalogue: Conference 1991: International Marketing Research
Author: Mary Goodyear
June 15, 1991

Research papers

Successes of Western products in the Japanese market

The prevailing belief is that Japan’s markets are protected from the entry of foreign competition by a host of complex barriers. These range from conventional trade barriers such as tariffs and quotas on the import of certain items and complex...

Catalogue: Conference 1991: International Marketing Research
Author: Susan P. Douglas
June 15, 1991