جهانی شدن و گرایش ها در تحقیقات بازاریابی بین المللی در آسیا
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|2419||2002||6 صفحه PDF||سفارش دهید||4240 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 55, Issue 10, October 2002, Pages 799–804
Several factors account for globalization trends including the mass liberalization of markets, the impact of technology, and the rapidly changing methods of communication and distribution worldwide. Foreign markets are becoming increasingly important to multinational companies, and this has led to a shift in the organization and philosophy of the international marketing research companies. The benefits of an international approach to research buying include better control and coordination of the research in many countries, comparability of the research findings, and better understanding of the marketing functions on a transnational basis. Both clients and research agencies recognize that it is far more important to possess a holistic understanding of the total operating environment (including political and economic issues) and have better appreciation of the competitors' plans and activities than conventional marketing research data. If international marketing research can adhere to the clients' needs, it will continue to be relevant and will prosper in the new millennium.