1st Edition
Industrial Products A Guide to the International Marketing Economics Model
248 Pages
by
Routledge
246 Pages
by
Routledge
248 Pages
by
Routledge
Also available as eBook on:
Author Jansson merges different perspectives and ideas into a powerful theory on international marketing of industrial products, mainly modern approaches from marketing, organization theory, and institutional economic theory. He combines micro and macro approaches, which is rarely done in marketing and economics. Industrial Products illustrates this new framework with a detailed account of the... Read more
Contents
Foreword
- Preface
- The Marketing Economics Approach to Industrial Marketing in Less Industrialized Countries
- Methodology
- The Institutional Framework
- Industrial Marketing Strategies
- Linkage Strategies
- Competitive Strategies
- Marketing to Projects
- Implications for Industrial Marketing Management
- References
- Index
Biography
Kaynak, Erdener; Jansson, Hans
