International Marketing Research
V. Kumar
Broschiertes Buch

International Marketing Research

A Transformative Approach

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This book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting global marketing research. This book not only accounts for the recent developments in the scope and extent of global marketing research, but also examines advances in both quantitative and qualitative research techniques, and the impact of the Internet on research in the global environment.It includes coverage of all phases involved in designing and executing global marketing research -- from analyzing the nature and scope of the researc...