International Marketing Research is widely regarded as the definitive textbook in its field. In this second edition, Craig and Douglas discuss recent developments in the scope and extent of international marketing research. They also examine advances in both quantitative and qualitative research techniques. Greater attention is paid to issues such as decentering of the research design, scale development, measurement equivalence and reliability, and multi-country data analysis. The explosive rate of growth in communications technology and the impact of the Internet on research in the international environment are also considered. Craig and Douglas conclude with a discussion of how further progress can be made in international marketing research. '. the authors have written a book that truly emphasizes the international aspect of marketing research . Their book is both different and appealing to academics and practitioners alike.' Paul Green The Wharton School, University of Pennsylvania 'The second, long-awaited edition of this seminal text is extremely well researched and provides excellent coverage of virtually every aspect of international marketing research. Definitely a must read.' Adamantios Diamantopoulos The Business School, Loughborough University 'The globalization of brands over the past few years has meant that the management of international research projects has become increasingly more important and complicated. This book covers many complex issues in a systematic way and will provide useful and practical information to both marketeers and researchers'. Michel Olszewski Executive Director, Research International, London
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C. Samuel Craig is the Catherine and Peter Kellner Professor and Professor of Marketing and International Business at New York University’s Stern School of Business. He received his Ph.D. from the Ohio State University. Prior to joining New York University, Professor Craig taught at Cornell University.
Susan P. Douglas is the Paganelli-Bull Professor of Marketing and International Business at New York University’s Stern School of Business. She received her Ph.D from the University of Pennsylvania. Prior to joining New York University, Professor Douglas taught at centre HEC, Jouy-en-Josas, France and was a faculty member of the European Institute for Advanced Studies in Management in Brussels.Review:
“...a valuable guide for many marketing researchers, their clients, and academics seeking specialized knowledge of theories...” (International Journal of Marketing, January 2007)
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Descrizione libro Paperback. Condizione libro: New. Softcover Book, New Condition, Fast Shipping. Ready in Stock. 2nd Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. , Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Codice libro della libreria 384551
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Descrizione libro John Wiley & Sons, 1999. Paperback. Condizione libro: New. Second Edition. Codice libro della libreria DADAX0471983225