Description - Marketing Research by Svend Hollensen
Marketing Research: An International ApproachMarcus J. Schmidt- Copenhagen Business SchoolSvend Hollensen- University of Southern DenmarkIncreasingly, 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 (comprehensive interview with 450 export managers), so that students can apply the techniques to real empirical data. Geared toward specialised 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: Comprehensive and detailed description of the marketing research process and advanced research techniques Marketing research in an international setting Online/internet surveys Database marketing, including data mining and data warehousingMarcus 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, 3e and Marketing Management.
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(244mm x 189mm x 35mm)
Financial Times Prentice Hall
Publisher: Pearson Education Limited
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