国际营销管理ch06.pptxVIP

Chapter 61Global Marketing Management, 5eChapter 6Global Marketing Research Chapter Overview1. Research Problem Formulation2. Secondary Global Marketing Research3. Primary Global Marketing Research4. Leveraging the Internet for Global Market Research5. Market Size Assessment6. New Market Information Technologies7. Managing Global Marketing ResearchChapter 62 IntroductionGiven 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.Six steps