portada International Marketing Research: A Transformative Approach (en Inglés)

International Marketing Research: A Transformative Approach (en Inglés)

Formato

Libro Físico

Autor

V. Kumar

Editorial

Palgrave MacMillan

Idioma

Inglés

N° páginas

390

Encuadernación

Tapa Blanda

ISBN13

9783031546495

Categorías

Economía conductista/conductual
Comercio electrónico: aspectos empresariales
Investigación de mercado
Finanzas e inversiones en línea

International Marketing Research: A Transformative Approach (en Inglés)

V. Kumar (Autor) · Palgrave MacMillan · Tapa Blanda

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Reseña del libro "International Marketing Research: A Transformative Approach (en Inglés)"

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.