Marketing 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 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.