Industrial Products

A Guide to the International Marketing Economics Model

Erdener Kaynak, Hans Jansson (Autoren)

Buch | Softcover

248 Seiten

2017
Routledge (Verlag)
978-1-138-97266-7 (ISBN)

Artikel merken

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 experiences of thirteen West-European Transnational Corporations in industrial markets in South East Asia.

Kaynak, Erdener; Jansson, Hans

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

Erscheinungsdatum	17.02.2017
Verlagsort	London
Sprache	englisch
Maße	152 x 229 mm
Gewicht	453 g
Themenwelt	Kunst / Musik / Theater ► Design / Innenarchitektur / Mode
	Mathematik / Informatik ► Informatik ► Theorie / Studium
	Technik
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Personalwesen
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
	Wirtschaft ► Volkswirtschaftslehre
ISBN-10	1-138-97266-5 / 1138972665
ISBN-13	978-1-138-97266-7 / 9781138972667
Zustand	Neuware