Toward an International Perspective of Market Analysis in Industrial Marketing

Abstract

Since a growing number of firms are emphasizing global as well as domestic market performance, international market analysis deserves an increased level of exposure in the marketing curriculum. The growing wave of international competition in many markets illuminates the need for assessing the strengths and weaknesses of familiar as well as distant competitors. This article focuses on industrial products and proposes a framework to highlight the strategic dimension of international market analysis.

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