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Strategies for International Industrial Marketing (RLE International Business): The Management of Customer Relationships in European Industrial Markets de Peter W Turnbull

Strategies for International Industrial Marketing (RLE International Business): The Management of Customer Relationships in European Industrial Markets: Routledge Library Editions: International Business

Editat de Peter W Turnbull, Jean-Paul Valla
en Limba Engleză Hardback – 27 noi 2012
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.
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Specificații

ISBN-13: 9780415658126
ISBN-10: 0415658128
Pagini: 328
Dimensiuni: 156 x 234 x 23 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Library Editions: International Business

Locul publicării:Oxford, United Kingdom

Public țintă

General, Postgraduate, Professional, and Undergraduate

Cuprins

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.

Descriere

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.