Industrial Products

Industrial Products

by Erdener Kaynak, Hans Jansson
     
 

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ISBN-10: 1560244259

ISBN-13: 9781560244257

Pub. Date: 01/28/1994

Publisher: Taylor & Francis

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

Overview

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.

Product Details

ISBN-13:
9781560244257
Publisher:
Taylor & Francis
Publication date:
01/28/1994
Pages:
248
Product dimensions:
6.00(w) x 8.60(h) x 0.80(d)

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
  • Index

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