Ouverture de ‘Marketing Research and Global Markets’

Relationship Marketing in Mass Markets

Marketing Mix and Brand Sales in Global Markets: Examining the Contingent Role of Country-Market Characteristics

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and ...

Developing Export Marketing Strategy Model of Tea to Target Markets

The main purpose of this qualitative research was designing an export marketing strategy model for tea product to the target markets. The statistical population was composed of all experts in the field of this research topic (N = 332), the sample size was determined as the same as the statistical population. Second-hand data used for collecting data and a semi-structured interview was used as a...

Marketing in Technology - Intensive Markets : towards A

It is becoming clear that markets in which technology assumes a central role are becoming driving forces of the economy. We label these “technology-intensive” (TI) markets. Despite their importance, however, we lack a clear understanding of the features of a TI market. Extant work has not yet provided us insights into decisions that are unique and/or critical to this domain and how the features...

Editorial - Marketing Science in Emerging Markets

In this editorial accompanying the special section on Marketing Science in Emerging Markets (MSEM), we describe how research on emerging markets can contribute to richer theoretical and substantive understanding of markets and marketing. Such research can also aid in providing managerial guidance on how to operate in emerging markets. We conclude with a description of the selection and review p...