International Marketing Research

V. Kumar

• 01 september 1999
• 9780130453860

Samenvatting:

Offering a sound theoretical base supported by relevant and current examples, this practical, detailed, and well-documented guide takes students through all phases of developing and conducting international marketing research. *The most current information available on research methodologies. *Assists students to develop effective strategies to thrive in the global marketplace. *Examples and references: From ongoing international marketing research and international business research projects. *Makes students aware of both broad and specific issues related to IMR. *Aids student researchers in conducting studies in an international market. *The latest computer technology and resources toward developing effective, state-of-the-art research methods. *Introduces students to the research tools.