【3-2课件+页面音频】 Global Marketing Research （28 pages）

The importance of problem definition in international research

Consider the process of market research in international marketing

Quantitative and qualitative research methods

Examine how to manage international marketing research

How to analyze and use research information

Leveraging the Internet for Global Market Research 

Introduction

  • Given the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions.

  • Most of the cultural blunders in global marketing stem from inadequate marketing research.

 
 
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