Strategies for International Industrial Marketing (RLE International Business)

The Management of Customer Relationships in European Industrial Markets

AvPeter W Turnbull,Jean-Paul Valla

Häftad, Engelska, 2014

Del i serien Routledge Library Editions: International Business

693 kr

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Beskrivning

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

Utgivningsdatum:2014-03-21
Mått:156 x 234 x undefined mm
Vikt:453 g
Format:Häftad
Språk:Engelska
Serie:Routledge Library Editions: International Business
Antal sidor:324
Förlag:Taylor & Francis Ltd
ISBN:9780415752169

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Peter W Turnbull (Edited by), Jean-Paul Valla (Edited by)

Innehållsförteckning

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.