| Author: | Davis, T.R.V. Young, R.B. |
| Title: | International marketing research: a management briefing |
| Journal: | Business Horizons
2002 : MAR-APR, VOL. 45:2, p. 31-38 |
| Index terms: | INTERNATIONAL MARKETING MARKETING RESEARCH METHODOLOGY |
| Language: | eng |
| Abstract: | Many firms expand globally with little marketing research. But noteworthy business failures have occurred that could have been prevented with a minimal amount of study. Products and marketing usually need to be adapted overseas. The same is true for marketing research methods. |
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