International Marketing Research is widely regarded as the definitive textbook in its field. The third edition is completely updated to reflect changes in both the structure and practice of international marketing research in the last five years. As business is being increasingly conducted on a global scale, the need for valid and reliable information to make decisions is intensifying. Industry consolidation of research firms has accelerated as they strive to serve global clients more efficiently. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly.The third edition has incorporated these developments while adhering to the underlying principles that guided the previous two editions, namely that the basic principles of marketing research are the same whether research is conducted in an international or a domestic context. However, the international marketing researcher faces greater difficulties than his or her domestic counterpart. These difficulties stem from operating across national boundaries and in a diverse range of socio-cultural environments.
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International Marketing Research, 3rd EditionC. Samuel Craig, Susan P. Douglas
March 2005, ©2005
Author InformationC. 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.
New To This Edition- The previous editions were widely viewed as the definitive texts in the field, no other marketing research book covers the same material.
- Since the second edition was published there have been rapid and dramatic changes in the field that are thoroughly explored in the new edition.
- Material on the conceptual foundations of international marketing research has been expanded and now consists of two chapters, 5 and 6.
- All references to secondary data sources have been updated.
- New information on the size of the market research industry and the costs of conducting marketing research has been incorporated.
- More web and internet references have been added.
- All chapters have been updated incorporating the latest research.
- New and current examples have been added through out.
- Written by two authors well-known and well-respected in the field of international marketing
wiley international marketing research.pdf
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