Measurement and Research Methods in International Marketing
- 系列名：Advances in International Marketing
- ISBN13：9781780520940
- 出版社：Emerald Group Pub Ltd
- 作者：Marko Sarstedt (EDT); Manfred Schwaiger (EDT); Charles R. Taylor (EDT)
- 裝訂／頁數：精裝／239頁
- 規格：23.5cm*15.2cm*2.5cm (高/寬/厚)
- 出版日：2011/09/05
定 價：NT$ 8854 元
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The nine chapters in this collection present new developments in metrics for international marketing research, techniques for measuring marketing efficiency, and methodological advances in international marketing. A study from Drexel University assesses the effect of response format style on extreme responses from Americans and Koreans, and a report from the University of Alabama demonstrates problems with the conceptualization and interpretation of cultural distance measures. Other contributors describe the characteristics of stochastic frontier estimation, apply data envelopment analysis to the impact of advertising efficiency on shareholder value, and reveal heterogeneity in the American customer satisfaction index. Distributed in the US by Turpin Distribution. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)
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