Strategies for International Industrial Marketing (RLE International Business)

The Management of Customer Relationships in European Industrial Markets

Inbunden, Engelska, 2012

2 849 kr

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This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive original research by the International Marketing and Purchase Group. The book reports on that research, in particular pointing out the differences in approach by different national groups in Europe.

Produktinformation

Utgivningsdatum2012-11-27
Mått156 x 234 x 23 mm
Vikt770 g
FormatInbunden
SpråkEngelska
SerieRoutledge Library Editions: International Business
Antal sidor324
FörlagTaylor & Francis Ltd
ISBN9780415658126

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Acknowledgements. Preface. 1. The Interaction Approach to Marketing Strategy – An Introduction. 2. The French Approach to Europe. 3. The German Approach to Europe. 4. The Swedish Approach to Europe. 5. The British Approach to Europe. 6. A Comparison of Strategic Marketing Approaches. 7. The Strategic Role of Industrial Marketing Management. 8. The Dimensions of Industrial Marketing Strategy. 9. Conclusion. Appendix 1: The Research Methodology. References. Index.