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- Title
International Marketing Environment Analysis.
- Authors
Clarke, Geri
- Abstract
Academic international marketing researchers have drawn attention to the lack of research into, amongst other things, the international marketing environment. This can seriously limit the practicality of international marketing plans. The usual domestic environmental audit is not sufficient for the more complex international environment. This paper proposes a more complex framework of twelve variables and three elements and presents this new IMEA (international marketing environment analysis) framework as a blueprint for international marketing auditing and scanning. Of the twelve variables, seven are new: that is they are presented as important enough to be considered in their own right rather than as subsections of the existing domestic audit. Three of these variables are investigated further to elaborate on elements that need to be reviewed to provide a rigorous and comprehensive IMEA for successful international marketing in a turbulent environment.
- Subjects
EXPORT marketing; MARKETING planning; MARKETING audits; ENVIRONMENTAL monitoring
- Publication
Marketing Review, 2005, Vol 5, Issue 2, p159
- ISSN
1469-347X
- Publication type
Article
- DOI
10.1362/1469347054426212