(Original PDF) Marketing Research 3rd Asia-Pacific edition – Digital Ebook – Instant Delivery Download
product details:
- ISBN-10 : 0170236021
- ISBN-13 : 978-0170236027
- Author: & 1 more
Marketing Research 3rd Asia’Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combing a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. To strength its ‘learning by doing’ approach, this edition of Marketing Research integrates Qualtrics: a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text covers both SPSS and EXCEL outputs. Finally, each stage of research reporting is explained, as well as a range of presentation methodologies. This text is indispensible for students studying marketing research in any business or marketing course.
table of contents:
PART 1: International marketing environment.
Chapter 1 Introduction to international marketing.
Chapter 2 Economic and financial environment.
Chapter 3 Political and legal environment.
Chapter 4 Cultural environment.
Chapter 5 Understanding international consumers.
PART 2: Analysing international marketing opportunities.
Chapter 6 International marketing research.
Chapter 7 Segmentation and positioning.
Chapter 8 Market selection and entry strategies.
PART 3: Developing international marketing strategy.
Chapter 9 Developing new goods and services for international markets.
Chapter 10 Marketing products and services.
Chapter 11 International marketing communication.
Chapter 12 Logistics: sourcing and distribution.
Chapter 13 Export and import management.
Chapter 14 International pricing.
PART 4: Trends in global marketing.
Chapter 15 Global marketing strategy.
Chapter 16: The evolving global marketplace.
Part 5: CASE STUDIES.
1 ALDI – Survival of the German Giant?
2 High Tech Stakes at Benitec Ltd.
3 Marketing New Zealand Blackcurrants in Japan.
4 The world’s best advertising campaign for the best job in the world?
5 Strasburg Brewing – Exporting Microbrews to Asia.
6 A Taste of Honey.
7 The line between green marketing and green washing.
8 Cross Cultural Research – Adventures with Tyres.
9 UPS: Managing the customer service experience across Asia.
10 The Sustainable Cow – OBE’s Organic Beef Export Success.