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Ten Steps of Efficient International Market Research

  • Kurt Scharnbacher

Abstract

„It has long been an axiom of mine that little things are the most impor- tant.“ Sherlock Holmes Most managers recognize the need for domestic marketing research — the single most important cause for failure in international marketing and market places is insufficient preparation and information. Mistakes often occur, because mangers, firms and companies do not have enough information and therefore they often do not have an adequate understanding of the new international markets and the business environment. Building a good knowledge base is the key issue for subsequent and efficient market presence and success.

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References

  1. Aaker D, Kumar V, Day G (2000) Marketing Research, 6th ed. New YorkGoogle Scholar
  2. Chisnall P (2001) Marketing Research, 5th ed. LondonGoogle Scholar
  3. Doole I, Lowe R (2001) International Marketing Strategy, 3rd ed. LondonGoogle Scholar
  4. Kumar V (2000) International Marketing Research. LondonGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2003

Authors and Affiliations

  • Kurt Scharnbacher

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