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Reviews of books

Reviews of books Peggy Cunningham, Editor Queen's University, pcunningham @ business.queensu, ca This edition of JAMS Reviews of Books contains Don't hesitate to contact the editor with your own sugges- reviews of some exciting international marketing research tions of new books to feature in this section. products as well as new books relating to both emerging and traditional areas of marketing. First in this series of Using Euromonitor Database in reviews is Masaaki Kotabe's analysis of the Euromonitor's International Marketing Research CD-ROM version of its World Marketing Data and Statis- tics. The CD is a statistical compilation of business and Worm Marketing Data and Statistics, CD-ROM marketing information that covers everything from socio- Research in the field of international marketing begins economic trends and background information to key con- with the statement of a research problem, as is the case sumer marketing parameters for 209 different countries. with research in any discipline. To seek verification or Next is Sunil Erevelles's review of Brand Leadership by rejection of the research question being addressed, the David A. Aaker and Erich Joachimsthaler. As Professor researcher seeks information from the population under Erevelles notes, "There are few issues of greater impor- investigation. It is this need http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Reviews of books

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References (4)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 2002
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/03079459994416
Publisher site
See Article on Publisher Site

Abstract

Peggy Cunningham, Editor Queen's University, pcunningham @ business.queensu, ca This edition of JAMS Reviews of Books contains Don't hesitate to contact the editor with your own sugges- reviews of some exciting international marketing research tions of new books to feature in this section. products as well as new books relating to both emerging and traditional areas of marketing. First in this series of Using Euromonitor Database in reviews is Masaaki Kotabe's analysis of the Euromonitor's International Marketing Research CD-ROM version of its World Marketing Data and Statis- tics. The CD is a statistical compilation of business and Worm Marketing Data and Statistics, CD-ROM marketing information that covers everything from socio- Research in the field of international marketing begins economic trends and background information to key con- with the statement of a research problem, as is the case sumer marketing parameters for 209 different countries. with research in any discipline. To seek verification or Next is Sunil Erevelles's review of Brand Leadership by rejection of the research question being addressed, the David A. Aaker and Erich Joachimsthaler. As Professor researcher seeks information from the population under Erevelles notes, "There are few issues of greater impor- investigation. It is this need

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Mar 1, 2002

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