This is a comprehensive and advanced marketing research book that offers an analytical and decision-oriented framework of the subject. This book looks at firms conducting market research in the national and international markets irrespective of its country of origin.
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Marketing Research: An International Approach
Marcus J. Schmidt, Copenhagen Business School
Svend Hollensen, University of Southern Denmar
"This book is a valuable resource for business students and managers conducting and using marketing research on a global scale. Rather than focusing mostly on problem definition and data gathering as the typical marketing research text, this book places more emphasis on the transformation of secondary and primary data into managerial insights, providing an extensive coverage of qualitative and quantitative research methods. Most importantly, these state-of-the-art techniques are presented in a clear way and illustrated with concrete applications, solving international marketing problems." Wagner A Kamakura, The Fuqua School of Business, Duke University
Increasingly, businesses today are measured by what they know, rather than what they own.
Finally, a tools-oriented book that shows how international marketing managers can transform existing (secondary) and newly collected (primary) "raw" data into useful information. Schmidt and Hollensen enliven the study of marketing research in an international business context. The authors provide short examples which illustrate the different marketing techniques, as well as a large scale study (a comprehensive interview with 450 export managers), so that students can apply the techniques to real empirical data.
Geared toward specialized marketing research courses, third year undergraduates, or post-graduate students in marketing programmes, Marketing Research: An International Approach, also appeals to decision-makers and marketing managers alike.
Key features include:
Marcus J. Schmidt is Associate Professor at Copenhagen Business School, Center of Market Economics.
Svend Hollensen is an Associate Professor at the University of Southern Denmark. His other Financial Times/Prentice Hall books include Global Marketing: A market-responsive approach, 3rd edition and Marketing Management.
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Book Description Paperback. Book Condition: New. New, Softcover International Edition, Printed in Black and White, Only USPS Media mail Shipping ONLY, Different ISBN, Same Content As US edition, Book Cover may be Different, in English Language. Bookseller Inventory # 2772
Book Description Financial Times Management, 2006. Paperback. Book Condition: Brand New. 1st edition. 632 pages. 9.50x7.25x1.25 inches. In Stock. Bookseller Inventory # zk0273646354
Book Description Prentice Hall, 2006. Paperback. Book Condition: New. 1. Bookseller Inventory # DADAX0273646354
Book Description Prentice Hall, 2006. Paperback. Book Condition: New. Never used!. Bookseller Inventory # P110273646354