1 Name Professor Course Date Importance of international marketing communication research Introduction Marketing communication research is the knowledge

of developing the best ways to relate to consumers of a product or service. It finds the most creative methods of promoting products or services. When researching on an international level, the benefits that a firm stands to gain are countless. Therefore, international marketing communication research is pertinent to both small enterprises and large firms. However beneficial this international research is on a firm, the exercise can be quite challenging. Researchers face with many obstacles, the most frequent being dissimilarities in cultures of markets and their ever changing setting (Craig and Douglas 2005, p.208). Individuals are constantly inventing new technologies in the communication sector. Economic outlooks and politics are not the same either; they vary in every expense. When these factors are considered, it becomes difficult to offer top research solutions in the shortest time possible. This situation can be salvaged if the marketing researchers are capable of reviewing the dynamics of the international markets by increasing their abilities. Craig and Douglas (2001, p.85) are of the opinion that the global environment diversity is an issue that researchers can handle. Researchers need to emphasize on would-be markets.

2 Collecting information from these markets such as Eastern Europe, Latin America and Asia has its own limitations. Therefore, it is paramount to note how to overcome the setbacks that include the accessibility of secondary information and deducing the findings. Research done should also be enough to exercise the optimum applicability in the various international markets. With new trends emerging in international markets, it is vital to be creative about how to approach and conduct research. Finally, specialists embark on research using time-efficient means, while bearing in mind infrastructure variations, in the developing countries. A competent researcher possesses outstanding traits that include neutral approach when managing data, spontaneity when deciding on the ways of conducting research and adequate knowledge of the markets culture (Cateora, Gilly and Graham 2007, p.240). Even with the stated traits, it is still challenging to identify with a culture different from the researchers (De Mooij 2010, p.103). This concept known as ethnocentrism, if suppressed, can yield outstanding outcomes in leading comprehensive international marketing communication research. Conclusion It is evident that international marketing communication research is vital to any firm. The multiplicity in cultures, economies and political structures, social pillars that experience recurrent changes, should serve as a way to come up with the most relevant approach of conducting research. A firm is, therefore, in the best position to conquer foreign markets with a trickle effect of increased operations.

3 References

Graham, John L, and Philip R. Cateora., 2007. Cram101 Textbook Outlines to Accompany: International Marketing, Cateora and Graham, 12th Edition, Moorpark, CA: Academic Internet Publishers. Print.

Craig, C. S. and Douglas, S. P, 2001. Conducting international market research in twenty-first century: International Marketing Review Chichester.

Craig, C S, and Douglas, S. 2005. International Marketing Research. Chichester [u.a.: Wiley, . Print.

Mooij, M . 2010. Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks, CA [etc.: SAGE.