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Integrated Marketing Communications and New Product Performance in International Markets
Authors:Chien-Wei Chen
Affiliation:Department of International Business, College of Commerce , National Chengchi University , Taipei, Taiwan
Abstract:ABSTRACT

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.
Keywords:Dynamic capabilities  integrated marketing communications  international product launch  visibility  message consistency
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