Business Marketing: An Interaction and Network Perspective

Changing Views of Business Marketing This book aims to provide an in-depth understanding of long-term busi­ in industrial markets. During the late 1980s our view ness relationships on business marketing changed remarkably. From a single-transaction­ oriented, market mechanism-based description of marketing and purchas­ ing, we are moving into domestic and international buyer-seller relation­ ships. In academic terms, we are experiencing a broadening of the para­ digms that describe how comp...