Buch, Englisch, 248 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 458 g
A Guide to the International Marketing Economics Model
Buch, Englisch, 248 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 458 g
ISBN: 978-1-138-97266-7
Verlag: Taylor & Francis Ltd
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.
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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
