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Assessing Global Marketing Opportunities

In: Global Marketing Strategy

Author

Listed:
  • Bodo B. Schlegelmilch

    (WU Vienna)

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.

Suggested Citation

  • Bodo B. Schlegelmilch, 2016. "Assessing Global Marketing Opportunities," Management for Professionals, in: Global Marketing Strategy, edition 1, chapter 2, pages 21-41, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-26279-6_2
    DOI: 10.1007/978-3-319-26279-6_2
    as

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