Global Marketing Research

1. Auflage 2015
ISBN: 978-93-5150-750-5
Verlag: SAGE Publications

Buch, Englisch, 560 Seiten, Format (B × H): 184 mm x 241 mm, Gewicht: 1213 g

Global Marketing Research is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research.

This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective.

Key Features

• Overview of marketing research processes including introduction of key concepts, exploring relevant issues, and highlighting major challenges to understand and coordinate the entire process

• Focus on the important phases of marketing research such as understanding its nature and scope, data collection, questionnaire designing, sampling, and analysis and presentation of results

• Numerous country-specific examples and cases from the global perspective giving detailed insight into the developments around the world

• Dedicated and up-to-date inclusion of a section on the aspects of marketing research in major geographical areas

• Chapter-end review exercises and case-based questions for critical and in-depth understanding

Autoren/Hrsg.

Kumar, V.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

Preface
Acknowledgements
I: INTRODUCTION TO MARKETING RESEARCH FOR THE EMERGING & DEVELOPED MARKETS
The Nature and Scope of Global Marketing Research
Marketing Research in the Global Environment
Global Marketing Research Process
II DESIGNING AND ADMINISTERING THE RESEARCH PROCESS
Preliminary Stages of the Research Process
Secondary Data Research
Marketing Research on the Internet
Primary Data Research
Qualitative and Observational Research
Survey Research
Development of Scales
Questionnaire Design
Sampling
III: DATA ANALYSIS AND REPORTING THE RESULTS
Simple Data Analysis
Advanced Data Analysis
Multivariate Data Analysis
Presenting the Results
IV MARKETING RESEARCH APPROACHES ACROSS THE GLOBAL MARKETS
Asia-Pacific
Europe
Latin America
Middle East and Africa
North America
V: FUTURE DIRECTIONS IN GLOBAL MARKETING RESEARCH
The Future of Global Marketing Research
CASE STUDIES
Case I: Starbucks—Going to the Source
Case II: Tesla’s Trademark Troubles
Case III: Segmenting Indian Households
Case IV: Subaru—A Problem of Plenty
Case V: Millennials at Work
Index

Über Autor(innen)

Kumar, V.
V. Kumar is a Regents’ Professor, Richard and Susan Lenny Distinguished Chair and Professor in Marketing, and the Executive Director of the Center for Excellence in Brand and Customer Management, and the Director of the PhD Program in Marketing at the J. Mack Robinson College of Business, Georgia State University. He is also the first person outside of China to be named Chang Jiang Scholar, Huazhong University of Science and Technology, Wuhan, China, and Lee Kong Chian Fellow, Singapore Management University, Singapore.
Dr Kumar has been recognized with twelve lifetime achievement awards in Marketing Strategy, Inter-organizational Issues, Retailing, Business to-Business Marketing, and Marketing Research from the American Marketing Association and other professional organizations, including the Paul D. Converse Award. Other awards that he has received include the Donald R. Lehmann Award, MSI/Paul H. Root Award, Harold H. Maynard Award, Davidson Award, the Sheth Foundation/Journal of Marketing for the Best Paper Award for contributing a Longterm Impact in marketing, the Robert Buzzell Award from the Marketing Science Institute, and the Gary L. Lilien ISMS-MSI Practice Prize Award. He has published over 200 articles in many scholarly journals in marketing including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science, and Operations Research. His books include Managing Customers for Profit, Customer Relationship Management (CRM), Customer Lifetime Value, Marketing Research, Statistical Methods in CRM, and International Marketing Research. He has won several awards for his research publications in scholarly journals. He has also had the privilege and the honor of being named as the Editor-in-Chief of the Journal of Marketing, the number-one-ranked academic journal in the field of marketing.
Dr Kumar teaches a variety of courses including Database Marketing, e-Marketing, Customer Relationship Management, New Product Management, Marketing Models, International Marketing Strategy, International Marketing Research, and Multivariate Methods in Business. He has spent a significant amount of time living and traveling around the world and has taught in MBA programs in Australia, France, India, Spain, Holland, and Hong Kong. He has lectured extensively on marketing-related topics at various universities in the United States, France, Spain, Germany, China, Israel, the Netherlands, Finland, Belgium, the United Kingdom, Sweden, Australia, Brazil, Turkey, Mexico, India, and South Africa. He has also conducted numerous executive development seminars in North America, South America, Europe, Asia, Africa, and Australia.Dr Kumar spends his free time visiting business leaders to identify challenging problems to solve. He plays tennis and basketball to relieve his stress arising out of being in academics. Finally, Dr Kumar has been chosen as a Legend in Marketing where his work is being published in a 10- volume encyclopedia with commentaries from scholars worldwide.
More information about Dr Kumar’s involvement in teaching and research is available at www.drvkumar.com. He can be reached at the following e-mail address: [e-mail]