Strategies for international industrial marketing : the management of customer relationships in European industrial markets /

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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Turnbull, Peter W., Valla, Jean-Paul
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : Routledge, 2013.
Colección:Routledge library editions. International business ; v. 40.
Temas:
Export marketing > Europe.
Industrial marketing > Europe.
Customer relations.
Marketing industriel > Europe.
BUSINESS & ECONOMICS > Exports & Imports.
BUSINESS & ECONOMICS > International > Marketing.
BUSINESS & ECONOMICS > Marketing > Multilevel.
Customer relations
Export marketing
Industrial marketing
Europe
Case studies
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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