Description
The third edition has incorporated these developments while adhering to the underlying principles that guided the previous two editions, namely that the basic principles of marketing research are the same whether research is conducted in an international or a domestic context. However, the international marketing researcher faces greater difficulties than his or her domestic counterpart. These difficulties stem from operating across national boundaries and in a diverse range of socio-cultural environments.
About the Author
C. Samuel Craig is the Catherine and Peter Kellner Professor and Professor of Marketing and International Business at New York University's Stern School of Business. He received his Ph.D. from the Ohio State University. Prior to joining New York University, Professor Craig taught at Cornell University.
Susan P. Douglas is the Paganelli-Bull Professor of Marketing and International Business at New York University's Stern School of Business. She received her Ph.D from the University of Pennsylvania. Prior to joining New York University, Professor Douglas taught at centre HEC, Jouy-en-Josas, France and was a faculty member of the European Institute for Advanced Studies in Management in Brussels.
Reviews
"...a valuable guide for many marketing researchers, their clients, and academics seeking specialized knowledge of theories..." (International Journal of Marketing, January 2007)
Book Information
ISBN 9780470010952
Author C. Samuel Craig
Format Paperback
Page Count 528
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 1106g
Dimensions(mm) 240mm * 192mm * 33mm