International Marketing Research (Prentice-Hall international series in management)

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9780134731322: International Marketing Research (Prentice-Hall international series in management)

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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Review:

a valuable guide for many marketing researchers, their clients, and academics seeking specialized knowledge of theories ( International Journal of Marketing, January 2007)

a valuable guide for many marketing researchers, their clients, and academics seeking specialized knowledge of theories (International Journal of Marketing, January 2007)

About the Author:

C. Samuel Craig is the Catherine and Peter Kellner Professorand Professor of Marketing and International Business at New YorkUniversity s Stern School of Business. He received his Ph.D.from the Ohio State University. Prior to joining New YorkUniversity, Professor Craig taught at Cornell University.

Susan P. Douglas is the Paganelli–Bull Professor ofMarketing and International Business at New York University sStern School of Business. She received her Ph.D from the Universityof Pennsylvania. Prior to joining New York University, ProfessorDouglas taught at centre HEC, Jouy–en–Josas, France and was afaculty member of the European Institute for Advanced Studies inManagement in Brussels.

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Douglas, Susan P.
Published by Prentice Hall College Div (1983)
ISBN 10: 0134731328 ISBN 13: 9780134731322
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Douglas, Susan P.; Craig, Samuel C.
Published by Prentice Hall College Div (1983)
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