Industrial Products: A Guide to the International Marketing Economics Model (Paperback) (ISBN-13: 9781138972667)

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.

Author: Erdener Kaynak,Hans Jansson
ISBN-10: 1138972665
ISBN-13: 9781138972667
Publisher: Routledge
Language: English
Published: 08/02/2017
Pages: 248
Format: Paperback