Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 6
Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 6
Chapter 6 - Conducting marketing research. After reading the material in this chapter, you should be able to: The importance of marketing research, the scope of global marketing research, conducting global marketing research, the role of social media, cultural, social and contextual factors, the global marketing research process, global MIS systems.