Industrial Products
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Industrial Products : A Guide to the International Marketing Economics Model

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Description

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.show more

Product details

  • Paperback | 248 pages
  • Taylor & Francis Ltd
  • ROUTLEDGE
  • London, United Kingdom
  • English
  • 1138972665
  • 9781138972667

Table of contents

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 Indexshow more