Principles of International Marketing Research [Paperback]

A comprehensive guide to the issues involved in assessing export markets, key topics covered include assessing market potential and making the selection decision, market research and sources of information, and collecting and using market data.List of Figures and Tables.

Foreword.

Series Editor's Introduction.

About The Institute of Export Examinations.

Preface.

1. Export Markets.

2. What Influences Market Selection?.

3. Making the Selection Decision.

4. Why is Market Research Needed?.

5. Sources of Information.

6. Methods of Collecting Information.

7. The Market Research Brief.

8. Questions and Questionnaires.

9. The Export Marketing Plan.

10. Monitoring and Control of the Plan.

11. Numerical and Statistical Analysis.

12. Budgets.

13. Some Other Numerical and Statistical Aspects.

14. Suggested Answers to Questions for Discussion.

Index.

Len Groves joined a City firm of international commodity merchants in 1953. His two spells in this business were separated by nine years teaching Marketing and Export Studies, latterly as Senior Lecturer. He is a company director and the current Chairman of the London Jute Association. He is a fellow of the Institute of Export and a member of the Education Committee, and has written widely on marketing and export subjects.Based on the syllabus of the Institute of Export and the author’s extensive practical and teaching experience in the area, this book offers a comprehensive guide to the issues involved in assessing export markets. The book lays out in a clear and authoritative manner the central aspects of: