INTERNATIONAL MARKETING RESEARCH: BASIC CHARACTERISTICS AND THEIR IMPORTANCE FOR ECONOMY IN TRANSITION

This paper aims to highlight thebasic characteristics of international marketingresearches and their importance to the economiesin transition. The idea, which the author has alwayshad in mind when he wrote the following lines, ishow to describe and explain in concise andaffordable way the basic principles governingresearch in an international environment, as wellas the possibility of their fastest and easiestimplementation, always emphasizing the differencesbetween international and national, local, market.Unlike the more developed countries where theconcept of marketing and marketing research isimplied, in less developed countries and countriesin transition, it is not the case. The latest GlobalCompetitiveness Report by World Economic Forumfor 2011-2012 indicates a forementionedconclusion. Companies that adopt marketing as aconcept of their development, the internationalmarket as the focus of their interest and which usemarketing research in implementation of theirbusiness objectives, have a greater chance ofprosperity in economically uncertain times ahead.The paper is based on the compilation of mostsignificant marketing and research guidelines fromthe literature that deal with the aforementionedtopics, as well as the analysis of the role andimportance of international marketing research intransition economies, especially in view of BiH,which is based on the findings of the abovementioned report of the World Economic Forum.