An International Approach
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Marketing Research by Svend Hollensen
Book DescriptionMarketing Research: An International Approach is a comprehensive text written with the decision-maker in mind. It is written from the perspective of the firm conducting marketing research in the national and international markets irrespective of its country of origin. This tools-oriented book shows how international marketing managers can transform existing (Secondary) and newly collected (primary) data into useful information. 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. This book is written for advanced undergraduate and graduate students studying Marketing Research. It is also appropriate for practitioners who wish to keep abreast of the most recent developments in the field.
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Book DetailsISBN: 9780273646358
(244mm x 189mm x 35mm)
Imprint: Financial Times Prentice Hall
Publisher: Pearson Education Limited
Publish Date: 11-May-2006
Country of Publication: United Kingdom
Books By Author Svend Hollensen
Global Marketing Management, Paperback (June 2013)
For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.
Essentials of Global Marketing, Paperback (July 2012)» View all books by Svend Hollensen
Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.
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