The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting ma

This book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting g

The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented fi

This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural

This practical guide leads you through all the issues you will face in developing new marketing opportunities in foreign markets. From initiating a project, to