International Marketing and Purchasing / Edition 1by Ghauri, Pervez N. Professor Ghauri
Pub. Date: 01/21/2000
Publisher: Emerald Group Publishing
This book is a good overview of marketing as a discipline and provides
The collection of papers presented in this volume are the results of research undertaken by a group of scholars examining the field of international marketing and purchasing (IMP). This group of researchers has been conducting IMP studies over the past two decades in a multi-country setting.
This book is a good overview of marketing as a discipline and provides insightful writing on the latest developments. The book can be used as supplementary text in courses as Business-to-Business Marketing, International Marketing and Marketing theory.
Table of ContentsIntroduction: from mass marketing to relationships and networks (P.N. Ghauri). Conceptual Issues. Strategic action in networks: the role of technological resources (R. Thomas, D. Ford). Activity structures in distribution: a framework for analyzing efficiency (A. Dubois
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