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Anotace knihy

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 research to the preliminary stages, gathering data, designing the questionnaires, sampling, and presenting the data. Numerous country-specific examples and case studies will add to the understanding of the concepts laid out in the book. This edition features updates related to leveraging the power of AI, Internet of Things, machine learning, blockchain, robotics, the metaverse, and other emerging technologies that are impacting the way in which marketing research is performed. With an instructor's manual as well as PPT slides covering major topics within the chapters, in addition to numerous cases, this text provides the most current and relevant information about the global marketing research industry and outlines the necessary techniques that can guide researchers in their work.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: International Marketing Research
• Podnázev: A Transformative Approach
• Autor: V. Kumar
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 390
• EAN: 9783031546495
• ID: 44742926
• Nakladatelství: Springer, Berlin
• Rozměry: 235 × 155 mm
• Datum vydání: 10. July 2024

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