Marketing research :
Schmidt, Marcus,
Marketing research : an international approach / - Harlow, England ; New York : Prentice Hall/Financial Times, 2006. - xiv, 613 p. :
Includes bibliographical references and index.
A tools-oriented book that shows how international marketing managers can transform existing (secondary) and newly collected (primary) 'raw' data into useful information. The authors provide short examples which illustrate the different marketing techniques, as well as a large scale study (a comprehensive interview with 450 export managers), so that students can apply the techniques to real empirical data.
9780273646358 (pbk.) 0273646354 (alk. paper)
Marketing research
Export marketing
HF5415.2 / .S345 2006
658.83 / SCH
Marketing research : an international approach / - Harlow, England ; New York : Prentice Hall/Financial Times, 2006. - xiv, 613 p. :
Includes bibliographical references and index.
A tools-oriented book that shows how international marketing managers can transform existing (secondary) and newly collected (primary) 'raw' data into useful information. The authors provide short examples which illustrate the different marketing techniques, as well as a large scale study (a comprehensive interview with 450 export managers), so that students can apply the techniques to real empirical data.
9780273646358 (pbk.) 0273646354 (alk. paper)
Marketing research
Export marketing
HF5415.2 / .S345 2006
658.83 / SCH