| ชื่อเรื่อง | : | Determinants of SME international marketing communications |
| นักวิจัย | : | Wong, Ho Yin. , Merrilees, Bill. |
| คำค้น | : | Pure basic research , Branding (Marketing) , Export marketing. , Competition, International. , 910403 Marketing , 150308 International Business , 150506 Marketing Theory , 150503 Marketing Management (incl. Strategy and Customer Relations) , SMEs -- International Marketing Communications -- Branding -- Resources -- Australia |
| หน่วยงาน | : | Central Queensland University, Australia |
| ผู้ร่วมงาน | : | - |
| ปีพิมพ์ | : | 2551 |
| อ้างอิง | : | http://hdl.cqu.edu.au/10018/24491 , cqu:3835 |
| ที่มา | : | Wong, H Y & Merrilees B 2008, 'Determinants of SME international marketing communications', Journal of Global Marketing, vol. 21, no. 4, pp. 293-305. |
| ความเชี่ยวชาญ | : | - |
| ความสัมพันธ์ | : | Journal of global marketing. Philadelphia. : Taylor & Francis Group, 2008. Vol. 21, No. 4 (2008), p.293-305 13 pages Refereed 0891-1762 , ACQUIRE [electronic resource] : Central Queensland University Institutional Repository. |
| ขอบเขตของเนื้อหา | : | - |
| บทคัดย่อ/คำอธิบาย | : | This research paper discusses the factors affecting international marketing communications in small and medium size enterprises (SMEs). International commitment and brand adaptation in overseas markets were found significantly influencing the effectiveness of international marketing communications. The results suggest that international marketers need to have resources input, such as human and financial, to drive international marketing communications. Brand adaptation also needs to be performed in order to achieve a better international marketing communications. There are two factors affecting international marketing communications suggesting international marketers of SMEs need to be concerned with both internal resource and external factor in international ventures. |
| บรรณานุกรม | : |
Wong, Ho Yin. , Merrilees, Bill. . (2551). Determinants of SME international marketing communications.
กรุงเทพมหานคร : Central Queensland University, Australia. Wong, Ho Yin. , Merrilees, Bill. . 2551. "Determinants of SME international marketing communications".
กรุงเทพมหานคร : Central Queensland University, Australia. Wong, Ho Yin. , Merrilees, Bill. . "Determinants of SME international marketing communications."
กรุงเทพมหานคร : Central Queensland University, Australia, 2551. Print. Wong, Ho Yin. , Merrilees, Bill. . Determinants of SME international marketing communications. กรุงเทพมหานคร : Central Queensland University, Australia; 2551.
|
ridm@nrct.go.th ระบบคลังข้อมูลงานวิจัยไทย รายการโปรดที่คุณเลือกไว้
