Textbook
International Marketing Research, 3rd EditionISBN: 978-0-470-01095-2
Paperback
528 pages
December 2009, ©2005
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International Marketing Research is widely regarded as the
definitive textbook in its field. The third edition is completely
updated to reflect changes in both the structure and practice of
international marketing research in the last five years. As
business is being increasingly conducted on a global scale, the
need for valid and reliable information to make decisions is
intensifying. Industry consolidation of research firms has
accelerated as they strive to serve global clients more
efficiently. The Internet has burst on to the scene as an
alternative way to gather information and conduct surveys rapidly.
The third edition has incorporated these developments while adhering to the underlying principles that guided the previous two editions, namely that the basic principles of marketing research are the same whether research is conducted in an international or a domestic context. However, the international marketing researcher faces greater difficulties than his or her domestic counterpart. These difficulties stem from operating across national boundaries and in a diverse range of socio-cultural environments.