Global Marketing Research is a comprehensive text that tracks the
dynamic world of global marketing and undertakes a systematic
approach in discussing the steps involved in the process of
conducting marketing research. This text has been developed by the
author from over two decades of experience in conducting marketing
research and observing the behavior of customers in more than 30
countries. It discusses recent developments in the scope and extent
of the subject and examines advances in quantitative and
qualitative research techniques from a global perspective. Key
Features * Overview of marketing research processes including
introduction of key concepts, exploring relevant issues, and
highlighting major challenges to understand and coordinate the
entire process * Focus on the important phases of marketing
research such as understanding its nature and scope, data
collection, questionnaire designing, sampling, and analysis and
presentation of results * Numerous country-specific examples and
cases from the global perspective giving detailed insight into the
developments around the world * Dedicated and up-to-date inclusion
of a section on the aspects of marketing research in major
geographical areas * Chapter-end review exercises and case-based
questions for critical and in-depth understanding
General
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