Guides -- International Marketing
This guide provides resource suggestions and tips for the Goizueta Business School International Marketing Class.
Suggested research steps:
Companies
First check the company web page; then use commercial sources and finally check local directory websites; use news for most recent information.Industries
Find industry information in books, commercial and free websites and from associations.Countries
This page focuses on the country and includes primary databases for country analysis, the economic and political environments and trade data.People
This page provides links to sources of demographic and cultural and lifestyle information.Marketing
Includes market research reports and articles, market share, advertising and media. Use to drill down to information about products and consumers at a country level.
Key Commercial Databases
The following commercial databases are specifically designed
for all aspects of international research:
EIU Viewswire
and EIU Country Reports*
Focus on economics, politics, risk and broad industry analysis
Information Partner.
ISI
Emerging Markets*
News, company, industry and macroeconomic information for emerging-market
countries; includes local language publications.
Information Partner; sponsored by the Mew Fund.
Other Helpful Guides
Global
Perspectives
Designed for the Goizueta Business School Global Perspectives course,
with emphasis on industry, country and economic and news sources.
There are many resources that are useful to International Marketing.
International Trade
Designed for all international classes, with emphasis on trade data
and trade issues.
Guide for Marketing
A comprehensive guide to print and databases helpful when researching marketing topics.
Entrepreneurship
Most useful for its section on writing a business plan.
Case Studies
Listed below are two annotated case studies in PowerPoint:
International Business Research (PPT)
Annotated; a primer on resources needed for international business, including company, country and trade, and industry information. Two case studies: locating a retail establishment in a new country; and exporting a U.S. manufactured product.International Marketing Research and Advertising (PPT)
Annotated; example of information and resources needed for marketing research in another country; case studies for Germany and Poland
Finding Aids
- Step by Step Guide to Locating Data (PDF)
- Using Library Resources for
International Research (PPT)
Sample pages from databases
