International Marketing Research

by C . Samuel Craig (Author), SusanP.Douglas (Author)

New
Paperback
2005
$71.26

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.

Synopsis

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.

$71.26

Quantity

20+ in stock

More Information

Format: Paperback
Pages: 496
Edition: 3rd Revised edition
Publisher: John Wiley & Sons
Published: 24 Mar 2005
ISBN 10: 0470010959
ISBN 13: 9780470010952

Media Reviews

...a valuable guide for many marketing researchers, their clients, and academics seeking specialized knowledge of theories... (International Journal of Marketing, January 2007)

Author Bio

C. Samuel Craig is the Catherine and Peter Kellner Professor and Professor of Marketing and International Business at New York University's Stern School of Business. He received his Ph.D. from the Ohio State University. Prior to joining New York University, Professor Craig taught at Cornell University. Susan P. Douglas is the Paganelli-Bull Professor of Marketing and International Business at New York University's Stern School of Business. She received her Ph.D from the University of Pennsylvania. Prior to joining New York University, Professor Douglas taught at centre HEC, Jouy-en-Josas, France and was a faculty member of the European Institute for Advanced Studies in Management in Brussels.