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| Title | Integrated Marketing Communications and New Product Performance in International Markets |
| Creator | 陳建維 Chen,Chien-Wei |
| Contributor | 國貿系 |
| Date | 2011.12 |
| Date Issued | 19-Dec-2013 12:05:03 (UTC+8) |
| Summary | 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 |
| Type | article |
| DOI | http://dx.doi.org/10.1080/08911762.2011.634325 |
| dc.contributor | 國貿系 | en_US |
| dc.creator (作者) | 陳建維 | zh_TW |
| dc.creator (作者) | Chen,Chien-Wei | en_US |
| dc.date (日期) | 2011.12 | en_US |
| dc.date.accessioned | 19-Dec-2013 12:05:03 (UTC+8) | - |
| dc.date.available | 19-Dec-2013 12:05:03 (UTC+8) | - |
| dc.date.issued (上傳時間) | 19-Dec-2013 12:05:03 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/62734 | - |
| dc.description.abstract (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. | en_US |
| dc.format.extent | 196876 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Global Marketing, 24(5), 397-416 | en_US |
| dc.title (題名) | Integrated Marketing Communications and New Product Performance in International Markets | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/08911762.2011.634325 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/08911762.2011.634325 | en_US |