International Marketing Research

Emphasises on the transformation of secondary and primary data into managerial insights, providing coverage of qualitative and quantitative research methods. This book is a useful resource for business students and managers conducting and using marketing research on a global scale. It also appeals t [...]
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Emphasises on the transformation of secondary and primary data into managerial insights, providing coverage of qualitative and quantitative research methods. This book is a useful resource for business students and managers conducting and using marketing research on a global scale. It also appeals to decision-makers and marketing managers alike.