What is International Marketing Research? According to our last year’s studies, the term „marketing research” refers to the gathering, recording, analysing and presenting information which focus on a previously defined problem and it is closely linked to the firm’s decision-making processes concerning new product launch, diversification, advertising and so on. Kotler gives the following definition: „Marketing research is the function linking the consumer, customer and public to the …showed first 75 words of 2467 total…

…showed last 75 words of 2467 total…int he domestic market. They must develop the abilities to fight off competitors on their own home ground, or exploit business opportunities in foreign markets. For companies already selling in global industries, however, they have few options but to internationalize their operations.” In order to enable the management of the firm to make such risky and expensive decisions, a comprehensive and detailed study of the global market potential essentially has to be carried out