Strategies for International Industrial Marketing (RLE International Business) : The Management of Customer Relationships in European Industrial Marke (Paperback)

Acknowledgements. Preface. 1. The Interaction Approach to Marketing Strategy ? An Introduction. 2. The French Approach to Europe. 3. The German Approach to Europe. 4. The Swedish Approach to Europe. 5. The British Approach to Europe. 6. A Comparison of Strategic Marketing Approaches. 7. The Strategic Role of Industrial Marketing Management. 8. The Dimensions of Industrial Marketing Strategy. 9. Conclusion. Appendix 1: The Research Methodology. References. Index.