International Marketing Research: A Transformative Approach - V. Kumar - Libros - Springer International Publishing AG - 9783031546495 - 11 de julio de 2024
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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.

Medios de comunicación Libros     Paperback Book   (Libro con tapa blanda y lomo encolado)
Publicado 11 de julio de 2024
ISBN13 9783031546495
Editores Springer International Publishing AG
Páginas 611
Dimensiones 154 × 230 × 39 mm   ·   940 g
Lengua Inglés  

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