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政大機構典藏 > 商學院 > 國際經營與貿易學系 > 期刊論文 > Item 140.119/62734

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/62734

Title:	Integrated Marketing Communications and New Product Performance in International Markets
Authors:	陳建維 Chen,Chien-Wei
Contributors:	國貿系
Date:	2011.12
Issue Date:	2013-12-19 12:05:03 (UTC+8)
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.
Relation:	Journal of Global Marketing, 24(5), 397-416
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/08911762.2011.634325
DOI:	10.1080/08911762.2011.634325
Appears in Collections:	[國際經營與貿易學系 ] 期刊論文

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