Assessing Global Marketing Opportunities

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: WU Vienna

Chapter 2 in Global Marketing Strategy, 2016, pp 21-41 from Springer

Abstract: Abstract This chapter focuses on assessing and selecting suitable overseas markets. It show how mangers can use secondary data to assess different geographic markets and looks at the challenges of conducting primary marketing research in different countries and cultures. Last, the discussion focuses on the design of ongoing marketing information within an already established network of international operations. Here, global marketing information systems are viewed as part of an MNC’s overall endeavor to create knowledge management systems capable of exploiting locally created knowledge worldwide.

Keywords: Secondary Data; Marketing Research; International Operation; Country Market; Geographic Market (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-26279-6_2

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DOI: 10.1007/978-3-319-26279-6_2

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