Book info: International Marketing and Purchasing of Industrial Goods
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Basic informationEditors: Håkan Håkansson Publisher: John Wiley ISBN: 0471279870 Download
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Abstract:
This book presents a new approach to industrial marketing and purchasing based on a research project carried out in five European countries. The book, however, is not a complete and final report of the project. It will be followed by others.
The book ought to be of interest both to researchers and managers. It presents an alternative theoretical approach but is also highly empirical. The main part of it consists of descriptions and analyses of actual marketing and purchasing problems.
The book ought to be of interest both to researchers and managers. It presents an alternative theoretical approach but is also highly empirical. The main part of it consists of descriptions and analyses of actual marketing and purchasing problems.