International Marketing Research: A Transformative Approach - V. Kumar - 書籍 - Springer International Publishing AG - 9783031546495 - 2024年7月11日
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V. Kumar
International Marketing Research: A Transformative Approach 2024 edition

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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 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 otheremerging 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.

607 pages, 26 Illustrations, color; 17 Illustrations, black and white; X, 390 p. 30 illus.

メディア 書籍     Paperback Book   (ソフトカバーで背表紙を接着した本)
リリース済み 2024年7月11日
ISBN13 9783031546495
出版社 Springer International Publishing AG
ページ数 611
寸法 154 × 230 × 39 mm   ·   940 g
言語 英語  

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