International Marketing Research
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Die Zahl der Unternehmen, die ihre Geschäftsaktivitäten auf ein internationales Niveau verlagert haben, ist in den letzten 20 Jahren enorm gestiegen. Entsprechend hat die internationale Marktforschung rasant an Bedeutung gewonnen. Die Neuauflage des führenden Lehrbuchs auf diesem Gebiet wurde gründlich und umfassend aktualisiert. Insbesondere wurde auch den jüngsten Entwicklungen und technischen Neuerungen für die Datenermittlung im internationalen Umfeld Rechnung getragen. The Third Edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients.
The third edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The coverage of research in developing markets has been expanded in the third edition. In addition, to all the updates and changes, a chapter has been added that deals with conceptual and methodological issues in designing and executing research.
_ A complete guide to modern international marketing research techniques by two pioneers in the field.
_ Authoritative coverage of all the latest electronic research techniques.
_ A complete guide to modern international marketing research techniques by two pioneers in the field.
_ Authoritative coverage of all the latest electronic research techniques.
