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Thèse de Doctorat : Sciences de Gestion : Paris, ESCP Europe - Paris 1 Panthéon-Sorbonne : 2015

Item type

Study and report

Dissertation

• PHD Doctoral Program

Language

English

Publication year

2015

Contributors

Prime, Nathalie

Subjects

STRATEGIC MARKETING

Geographical area

VIETNAM - NOUVELLES ECONOMIES INDUSTRIALISEES

This thesis aims to study the direct impact of market research utilization on marketing performance. It reviews the existing literature, plan and conducts an empirical scientific research on market research utilization antecedents and its impact on marketing performance in emerging economies context (among the Fast Moving Consumer Goods companies in Vietnam) with the purpose of bridging and unveiling these areas both academically and practically.