International Marketing Research: Classics in Business Administration Translation Series · Concise Series

Author: Kumar
Publisher:
Publish Date: 2005-08-01
Features: Internationalization is no longer just a choice for businesses; it has become a necessity for their survival. In the 21st century, with the further saturation of domestic markets in various countries and the growing trend of economic globalization, businesses have an increasing need to engage in commercial activities on a global scale. Before embarking on such activities, implementing proper international market research is crucial. Due to significant differences in culture, ethnicity, economy, politics, law, society, and the environment, conducting research in international markets is considerably more complex than in domestic markets. Therefore, for today's business society, it is highly imperative to educate people about the process and methods of conducting international marketing research. This book is divided into three parts.
Part One, the author uses numerous case studies to explain the fundamental principles of international marketing research, detailing the steps involved in implementing such research, clarifying issues related to international marketing research (such as data sources, relevant technologies, tool design, and data collection), and providing methods for analyzing data. Part Two primarily discusses specific issues in marketing research conducted in Asia-Pacific, Europe, Latin America, the Middle East, Africa, and North America, as well as the author's vision for the future of international marketing research. Part Three presents several cases that describe the application of international marketing research.
The purpose of this book is to enable readers to fully master the tools and techniques of international marketing research, thereby helping them develop effective strategies for survival and growth in a global market environment. This book is primarily intended as a textbook for graduate and senior undergraduate courses in international marketing research or international business studies. It can also serve as a reference for any course on international markets or international business research.