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The book presents the most recent developments in international industrial and service marketing research, from a relationship and network perspective. While the latter perspective has a long tradition in Europe, "relationship marketing" has also in recent years become one of the dominant approaches in the USA, Canada, Australia and New Zealand. However, the schools of thought on relationships and networks emerging from different marketing traditions examine different concepts, use different methods and arrive at different outcomes, all of which are reflected here.
Price: $176.99
Pages: 480
Publisher: Emerald Group Publishing Limited
Imprint: Pergamon Press
Series: International Business and Management
Publication Date:
12 March 1998
ISBN: 9780080430638
Format: Hardcover
BISACs:
BUSINESS & ECONOMICS / Marketing / Research, Market research, International business
Chapter headings and section headings: Research on Relationships and Networks: Past -- Present -- Future. Business Relationships: New Insights. Establishing and Maintaining Business Relationships. Managing Business Relationships. Analysing Business Relationships. Networks: New Concepts and Implications. New Conceptual Contributions to Network Research. Marketing, Purchasing and Networks. Innovation Success and Networks.