International Marketing Research: A Transformative Approach

Kumar, V.

International Marketing Research: A Transformative Approach
  • 出版商: Palgrave MacMillan
  • 出版日期: 2024-07-11
  • 售價: $3,670
  • 貴賓價: 9.5 折 $3,487
  • 語言: 英文
  • 頁數: 611
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3031546490
  • ISBN-13: 9783031546495
  • 相關分類: 行銷/網路行銷 Marketing

    • 下單後立即進貨 (約1週~2週)

相關主題

商品描述

This book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting global marketing research. This book not only accounts for the recent developments in the scope and extent of global marketing research, but also examines advances in both quantitative and qualitative research techniques, and the impact of the Internet on research in the global environment.

It includes coverage of all phases involved in designing and executing global marketing research -- from analyzing the nature and scope of the research to the preliminary stages, gathering data, designing the questionnaires, sampling, and presenting the data. Numerous country-specific examples and case studies will add to the understanding of the concepts laid out in the book.

This edition features updates related to leveraging the power of AI, Internet of Things, machine learning, blockchain, robotics, the metaverse, and otheremerging technologies that are impacting the way in which marketing research is performed. With an instructor's manual as well as PPT slides covering major topics within the chapters, in addition to numerous cases, this text provides the most current and relevant information about the global marketing research industry and outlines the necessary techniques that can guide researchers in their work.

商品描述(中文翻譯)

本書提供了一本實用、詳細且有文獻支持的指南，引導學生和市場研究人員進行全球市場研究的各個階段。本書不僅考慮了全球市場研究範圍和程度的最新發展，還探討了定量和定性研究技術的進步，以及互聯網對全球環境中研究的影響。

本書包括設計和執行全球市場研究的所有階段的內容，從分析研究的性質和範圍到初步階段、收集數據、設計問卷、抽樣和呈現數據。大量特定國家的例子和案例研究將有助於理解本書中提出的概念。

本版更新了與利用人工智能、物聯網、機器學習、區塊鏈、機器人技術、元宇宙和其他新興技術相關的內容，這些技術正在影響市場研究的執行方式。本書提供了教師手冊和涵蓋各章重要主題的PPT幻燈片，以及大量案例，提供了關於全球市場研究行業的最新和相關信息，並概述了指導研究人員工作所需的技術。

作者簡介

Dr. V. Kumar (VK) is the Professor of Marketing and the Goodman Academic-Industry Partnership Professor in the Goodman School of Business at Brock University, ON, Canada. Prior to joining Brock, VK has held several Endowed Distinguished Faculty Positions in the U.S., and Distinguished Fellowships across universities worldwide, including the Chang Jiang Scholar, HUST, China. VK has also been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. Professor Kumar has published over 300 scholarly papers and 30 books, received over 20 Lifetime Achievement Awards, and over 25 Research and Teaching Excellence Awards. The American Marketing Association has instituted the V Kumar Mentorship Award to honor his contributions in mentoring future generation of scholars. Professor Kumar has served as the Editor-in-Chief of the Journal of Marketing (2014-2018) and serves/served as the Department Editor of POM, the Consulting Editor of JIBS, and the Senior Consulting Editor of Elsevier Marketing Journals. Global Fortune 500 firms have implemented many of VK's ideas and models in multiple areas of marketing and operations which have resulted in gains of over multi-billion dollars.


作者簡介(中文翻譯)

Dr. V. Kumar (VK)是加拿大布洛克大學史密斯商學院的行銷學教授和古德曼學術-產業合作教授。在加入布洛克大學之前，VK曾在美國擔任多個榮譽教職，並在全球多所大學擔任傑出學者職位，包括中國華中科技大學的長江學者。VK還因其在行銷領域的卓越貢獻而被《傳奇行銷》系列出版物（由Sage Publications出版）譽為「行銷傳奇」，並獲得全球學者的評論。Kumar教授已發表了300多篇學術論文和30本書籍，獲得了20多個終身成就獎和25個研究和教學卓越獎。美國行銷學會設立了V Kumar指導獎，以表彰他在指導未來學者一代的貢獻。Kumar教授曾擔任《行銷學》（2014-2018年）的主編，並擔任《POM》的部門編輯，《JIBS》的顧問編輯，以及愛思唯爾行銷期刊的高級顧問編輯。全球財富500強企業在行銷和運營的多個領域中實施了VK的許多理念和模型，從中獲得了數十億美元的收益。

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