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Exploring Textual Data

RRP $684.99

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Researchers in a number of disciplines deal with large text sets requiring both text management and text analysis. Faced with a large amount of textual data collected in marketing surveys, literary investigations, historical archives and documentary data bases, these researchers require assistance with organizing, describing and comparing texts.
Exploring Textual Data demonstrates how exploratory multivariate statistical methods such as correspondence analysis and cluster analysis can be used to help investigate, assimilate and evaluate textual data. The main text does not contain any strictly mathematical demonstrations, making it accessible to a large audience. This book is very user-friendly with proofs abstracted in the appendices. Full definitions of concepts, implementations of procedures and rules for reading and interpreting results are fully explored. A succession of examples is intended to allow the reader to appreciate the variety of actual and potential applications and the complementary processing methods. A glossary of terms is provided.


Advertising In A Changing China

RRP $366.99

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Since the introduction of economic reforms and an open door policy in 1978, China has been proclaimed as "the emerging powerhouse of the twenty-first century." The Chinese market's attractiveness to international marketers has also received significant boost as a result of the country's admission into the World Trade Organization (WTO). Accordingly, advertisers look at China and perceive tremendous opportunity in 1.3 billion Chinese consumers which represents one-fifth of the world population in what is called the world's largest market. Being viewed as a new frontier for consumer good investment does not mean that advertising in China is simple. On the contrary, many Western business firms which have invested their capital into Chinese businesses have suffered setbacks or even failure. Thus, it is important to understand that despite the dramatic impact of economic reform and the drive for modernization over the past two decades, the Chinese market has many special characteristics that make it a challenging place in which to do business including making advertising in this market . This book examines the key barriers/constraints that foreign firms should be mindful of in order to develop a viable advertising strategy in a changing China in which abundant opportunities await those that can fulfill it.



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