Marketing Research: An Applied Approach 4th Edition
Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to: * diagnose and direct research questions that will support marketing decision making, * appreciate what excellent research design means, * utilise data collection techniques; qualitative and quantitative methods and forms of analysis, * manage the ethical dilemmas and social and cultural issues faced by researchers in today’s global, online world, * integrate new developments in social media research with traditional marketing research methods
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This third Asia Pacific edition of International Marketing continues to offer up-to-date examples from Australia, New Zealand and throughout the Asia Pacific region alongside an international perspective to provide a truly global context. The text examines the unique conditions in which businesses from this region operate, concentrating on the challenges that face marketers. Students are provided with a comprehensive overview of both the theory and application of international marketing, including an examination of the distinct issues that affect a range of enterprises from start-up operations to small, medium and multinational firms. The ongoing concerns of the environment and the sustainability of business are integrated throughout the text. Other important emergent areas affecting the practice of international marketing, such as the dominance of social media and e-commerce are also discussed. To aid class discussions, short case studies are presented at the end of each chapter as well as a case for more extensive analysis at the end of each part.
Bringing a sharp awareness of the turbulence of global business and change, Thompson, Scott and Martin present a comprehensive introduction to modern strategy. Secure your understanding of tomorrow’s business world using this established yet forward-looking textbook and its host of dynamic learning features.
About the Author
Frank Martin is a Senior Teaching Fellow in Entrepreneurship in the Business & Organisation Division at the University of Stirling. He is also a Senior Honorary Research Fellow John L Thompson is Professor of Strategic Management at the University of Huddersfield, UK.
Now in its fourth edition, this tried-and-tested guide for both students and practitioners combines a rigorous theoretical grounding with practical insights into every aspect of the organizing and running of events. Presented in two engaging parts: Part 1 provides a comprehensive overview of the events business including market demand for events, the role of suppliers and the social and economic impact of the event business. Part 2 focuses on aspects of event organization including planning an event, financial management, logistics, legal aspects, marketing, public relations and legacies. The text considers event management from an international perspective, with a particular focus on Europe but also encompassing the Middle East and Africa. Successful Event Management is essential reading for all undergraduate and post-graduate event management students and is also an ideal resource for active practitioners looking for both a practical guide and a rigorous overview of the subject.
The second edition of this text has been thoroughly updated, continuing its strong emphasis on the importance of the Asian region to contemporary Australian and New Zealand organisations. Many Asian case examples are featured to illustrate key management concepts, and these provide a useful basis for comparison with management practices in Australia and New Zealand. Numerous practical examples throughout the text highlight contemporary management issues, such as: * workplace diversity * sustainability * ethics/corporate social responsibility * the impact of technology * innovation in the workplace * globalisation * employee engagement * flexible working arrangements * work-life balance * generational issues in the workplace * skills shortages in various industries * the importance of effective employee recruitment and training * organisational culture * workforce flexibility and casualisation * the ’24/7′ nature of contemporary communication technology, including social media * outsourcing Management, Foundation and Applications, 2nd Asia-Pacific edition, has also retained the features that made its previous edition so popular with students and lecturers, including the Career Readiness Workbook activities at the end of the book, and the accompanying Interactive Study Guide with its vast array of multimedia resources.