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Strategies for International Industrial Marketing (RLE International Business)

The Management of Customer Relationships in European Industrial Markets

Edited by Peter W Turnbull, Jean-Paul Valla

Routledge – 2013

Series: Routledge Library Editions: International Business

Purchasing Options:

  • Add to CartPaperback: $54.95
    978-0-415-75216-9
    March 20th 2014
  • Add to CartHardback: $135.00
    978-0-415-65812-6
    November 26th 2012

Description

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.

Contents

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.

Name: Strategies for International Industrial Marketing (RLE International Business): The Management of Customer Relationships in European Industrial Markets (Hardback)Routledge 
Description: Edited by Peter W Turnbull, Jean-Paul Valla. 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...
Categories: Marketing, International Business, Business, Management and Accounting