How are modern business strategies that use direct marketing tools and new technological processes affecting specific sectors in the society? Also, what is the role of firms in Dublin, Ireland as it relates to the immigrant population? These are some of the major questions that will be answered as the literature framework is developed to directly analyze the two main hypotheses above.
This research is a necessary addition to the literature since it will examine a rather profound issue, the influence of international marketing on business activities and provide a clear understanding of the impact of culture on direct marketing within an international context. The overall methodology employed will not be opinion-based nor will it be a position paper, but with the use of content analysis on the literature as well as sample of businesses in proportion of immigrants in the society's business sector, the paper will provide a clear analysis that is scientific in nature and will be used to test the research questions related to the impact of international marketing the business sector in proportion of immigrants in the society.
Research on such a micro level of business strategies that is specific to a particular sector within a particular country will be infrequent but useful since it will use more general theories to explore more specific markets and sectors which can produce some insightful results. Specifically the application of direct marketing and database marketing in proportion of immigrants in the society within an international marketing context.
The following major issues within the literature also provided a guide for this study.
1) What are the major arguments presented within the literature that highlights the applicability of international marketing within an international market?
2) What is the role of international marketing; especially for proportion of immigrants in the society's firms in Dublin, Ireland?
3) How can these can international marketing techniques be instituted across different cultures?
These business issues are expansive and will provide a thorough analysis of the general framework for the research issue -- the impact of international marketing on firms in Dublin, Ireland in the business sector. In addition, the research questions will provide an analysis on the nature and composition of firms in Dublin. However the main purpose to provide a clear understanding of the applicability of direct/database marketing for proportion of immigrants in the society's firms in Dublin, Ireland within an international context and the role of cultural differences within the overall framework.
SECTION 2: LITERATURE REVIEW
There has been a plethora of work that examines the applicability of direct/database marketing within an international context. This paper will use this theoretical basis to look at the applicability of international marketing applicability with the secondary control variable related to the proportion of immigrants in the society and also analyse how culture affects both of these marketing strategies. The review of literature presented in this section will be organized as follows:-
The applicability of direct/database marketing within an international context,
An examination of the role and importance of small and medium sized enterprises (firms in Dublin, Ireland),
Communication and cultural issues within the business environment that may have an impact on the marketing process, and The innovative environment that has been provided thorough the integration of direct marketing and database marketing.
The literature is organized to present the major research related to different aspects examined within the research questions. The focus will be on major studies that examined the direct/database marketing in an international context many of which used a formal cultural model or methodology to identify the cultural challenges that affect these marketing strategies. There will also be a brief examination of the role of small and medium sized enterprises in proportion of immigrants in the society, since this can provide general overviews of international marketing, the historical context of the current analysis, as well as a methodological framework related to Hofstede's hybrid analytical exploration of business development issues.
THE IMPACT OF CULTURE ON INTERNATIONAL MARKETING: AN INTERNATIONAL MARKETING CONTEXT
The research question being examined is well-laden, however, the theme that will be continuously explored relates to international marketing, especially as it relates to firms in Dublin, Ireland. According to Hutchinson et al. (2007) empirical work has shown that firms in Dublin, Ireland "that have not fully exploited opportunities in the domestic market and have a strong brand...
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