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

© 2013 – Routledge

324 pages

Purchasing Options:
Paperback: 9780415752169
pub: 2014-03-21
Hardback: 9780415658126
pub: 2012-11-27

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About the Book

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.

Table of 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.

About the Series

Routledge Library Editions: International Business

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / International / General