Chapter6 International marketing intelligence

Chapter6 International marketing intelligence - LOGO...

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L O G O CHAPTER 6 INTERNATIONAL MARKETING INTELLIGENCE
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Contents The intelligence system 1 International market research process 2 Organizing for marketing research 3
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The focus question How can relevant data be determined, gathered, treated, and disseminated in a way to enable informed decisions and actions of all members of an internationally operating organization?
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Contents The intelligence system 1 International market research process 2 Organizing for marketing research 3
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The intelligence system Information gathering Knowledge management
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Knowledge management Data banks Tacit knowledge Information dissemination Cross-cultural experience of system managers Adoption by potential users
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Information gathering Selectivity Flexibility Harmonization of procedures and methods Positive working environment
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Contents The intelligence system 1 International market research process 2 Organizing for marketing research 3
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International market research process Interpreting and presenting results
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This note was uploaded on 05/11/2010 for the course BUSINESS S 380 taught by Professor Terryryan during the Summer '10 term at Winthrop.

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Chapter6 International marketing intelligence - LOGO...

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