The review presents the book International Market Analysis: Theories and Methods, written by John Kuiada, professor at Centre of International Business, Department of Business Studies, Aalborg University. The book is refreshingly new in its way of looking at a classical problem. It looks at market analysis from the point of vie of ways of thinking about markets. Furthermore, the book includes the concept of learning in the analysis of markets og how the way we understand business reality influneces our choice of methodology for market analysis.
- Market analysis. methodology, market understanding.