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    题名: Integrated Marketing Communications and New Product Performance in International Markets
    作者: 陳建維
    Chen,Chien-Wei
    贡献者: 國貿系
    日期: 2011.12
    上传时间: 2013-12-19 12:05:03 (UTC+8)
    摘要: This research probes marketing communications for international product launch. Marketing communications is found to be more visible if the firm is more marketing proficient and the market is more turbulent. The communicated messages are less consistent when the firm is more proficient in marketing and the market is more hostile, but more consistent when the firm is more internationalized and the market is more turbulent. Both visibility and message consistency of marketing communications enhance new product performance. However, greater visibility lowers message consistency, implying that message and media strategies for international product launch need to be carefully formulated and handled.
    關聯: Journal of Global Marketing, 24(5), 397-416
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1080/08911762.2011.634325
    DOI: 10.1080/08911762.2011.634325
    显示于类别:[國際經營與貿易學系 ] 期刊論文

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