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Research papers

How can a Chinese manufacturer discover their international customers through integrated methodologies?

Target consumers for many Chinese manufacturers are based internationally, and accessing an accurate view of their audience is more imperative than for those living in the same culture as their market. As Chervon expands further into the US and...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Jeff Tsui, Alex Tu
Company: Kantar
May 9, 2017

Research papers

The role of South America in the Genius Loci Lab

This paper examines the future of South America, its relation with youth culture and the implications for marketing and strategies that can be adopted in the international market. The paper explains how and why the Genius Loci Program will evolve...

Catalogue: Latin America 2001
Author: Francesco Morace
Company: Future Concept Lab s.r.l.
May 1, 2001

Research papers

Three cultures of international marketing

Three considerations of the idea of ‘culture’ interact to question the inevitability of ‘global’ brands. Consumer culture, marketing culture and the national cultural values that underpin decision making all have significant...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Judie Lannon
September 1, 1999

Research papers

Systems determine markets

The main arguments of this paper are threefold:- 1. Firstly, that although the concept of ‘global’ marketing of pharmaceutical products has many attractions, its application should be examined with extreme caution. In particular, that the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Howard Biggs
June 2, 1994

Research papers

Market to market influence

The paper introduces the concept of "market to market influence" as a new aspect of international marketing which requires further study. It is based on the Turkish experience. In the first two parts of the article the social movements which play a...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Nezih H. Neyzi
Company: GfK
September 1, 1992

Research papers

The contributions of advertising testing to the development of effective international advertising

This paper is a case history : we tested two commercials in six European countries. In the first part, we show how diverse the advertising test results and the main efficiency measurements can be from one country to another. We identify four factors...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: J. Andrew Davison, Erik Grab
Companies: Nestlé, GfK
September 1, 1992

Research papers

The battle for Europe

The paper discusses the role played by nationality in branding. Increasingly, European markets are a battleground for local brands, other European brands, and brands from the USA, Japan, and other countries. It is shown that consumers have strong...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Jon Wilkinson
September 1, 1992

Research papers

The effects of trade development on marketing in the Nineties

The following paper shows the prospective effects on marketing of the developments retail will experience in the nineties. It concentrates on an analysis of the situation in Europe. The starting point is the manufacturers' marketing concept in...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Gunter Redwitz
Company: GfK
June 15, 1992

Research papers

The Eurobuyer

Most of the published reports about the effects of 1992 relate to consumer goods and services, to the neglect of the very large business-to-business sector. Success in the Single European Market will depend on a good understanding of a. the...

Catalogue: Seminar 1992: Business To Business Marketing
Author: Alan Wolfe
June 15, 1992