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International Marketing Research
The third edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The coverage of research in developing markets has been expanded in the third edition. In addition, to all the updates and changes, a chapter has been added that deals with conceptual and methodological issues in designing and executing research. A complete guide to modern international marketing research techniques by two pioneers in the field. Authoritative coverage of all the latest electronic research techniques.
Global Marketing Strategy
Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.
Optimal Database Marketing
"Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee "This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry. " - C. Samu...
Beyond Hofstede
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Audio Production Worktext
Providing insight into the impact media convergence has had on the radio industry, this new edition delivers an excellent introduction to the modern radio production studio, the equipment found in that studio, and the basic techniques needed to accomplish radio production work. New chapters addressing the basics of field recording, production planning, and sound for video are included, as well as a renewed emphasis on not just radio production, but audio production. Featuring a worktext format tailored for both students and teachers, self-study questions, hands-on projects, and a CD with project material, quizzes, and demonstrations of key concepts, this book offers a solid foundation for anyone who wishes to know more about radio/audio equipment and production techniques.
Humor in Advertising
Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis ...
Kinetics of Materials
A classroom-tested textbook providing a fundamental understandingof basic kinetic processes in materials This textbook, reflecting the hands-on teaching experience of itsthree authors, evolved from Massachusetts Institute of Technology'sfirst-year graduate curriculum in the Department of MaterialsScience and Engineering. It discusses key topics collectivelyrepresenting the basic kinetic processes that cause changes in thesize, shape, composition, and atomistic structure of materials.Readers gain a deeper understanding of these kinetic processes andof the properties and applications of materials. Topics are introduced in a logical order, enabling students todevelop a solid foundation before a...
