Strategies for international industrial marketing : the management of customer relationships in European industrial markets / edited by Peter W. Turnbull and Jean-Paul Valla.

Format:

Book

Contributor:

Turnbull, Peter W.

Valla, Jean-Paul.

Series:

Routledge Library Editions: International Business

Routledge Library Editions: International Business ; Volume 40

Language:

English

Subjects (All):

Customer relations--Europe.

Customer relations.

Export marketing--Europe.

Export marketing.

Industrial marketing--Europe.

Industrial marketing.

Physical Description:

1 online resource (310 pages) : illustrations.

Place of Publication:

London : Routledge, 2013.

Language Note:

English

Summary:

This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive original research by the International Marketing and Purchase Group. The book reports on that research, in particular pointing out the differences in approach by different national groups in Europe.

Contents:

Front Cover; Strategies for InternationalIndustrial Marketing; Copyright Page; Contents; Acknowledgements; Preface; 1. The Interaction Approach to Marketing Strategy - An Introduction; 2. The French Approach to Europe; Introduction; Sample Characteristics; The Four Export Markets and French Industrial Firms; Export Marketing Organisation; The Management of Supplier/Customer Relationships; Industrial Marketing Strategies: Looking for New Ways; Summary; Appendix; 3. The German Approach To Europe; Introduction; The Nature of Marketing Investments in Industrial Markets; Sample Characteristics

Marketing Investments in Micro PositionsMarketing Investments in Macro Positions; Conclusion; 4. The Swedish Approach to Europe; Introduction - International Marketing Strategies; Characteristics of the Process of International Development; Sample Characteristics; The Export Markets and Swedish Companies; Conclusion and Implications; Notes; 5. The British Approach to Europe; Introduction; The Environment of Supplier-Customer Relationships; Marketing Strategies for Interaction; Organisation Structures for Handling Customer Relationships; Summary and Conclusions; Implications for Management

Appendix6. A Comparison of Strategic Marketing Approaches; Introduction; The Basis of the 'Market Approach'; The Country Research Samples; Marketing Organisations; Supplier/Customer Relationships; 7. The Strategic Role of Industrial Marketing Management; Introduction; Industrial Marketing in an Interactive Environment; Marketing as a Managerial Function; Three Perspectives for Industrial Marketing Management; Summary; 8. The Dimensions of Industrial Marketing Strategy; Introduction; A Typology of Industrial Marketing Strategies; Factors affecting the Strategic Marketing Behaviour of Firms

A Systematic Approach to the Management and Control of Supplier/Customer RelationshipsInteractive Strategic Marketing Planning: A New Approach; Conclusion; 9. Conclusion; Appendix 1: The Research Methodology; References; Index

Notes:

First published in 1986 by Croom Helm.

Includes bibliographical references and index.

Description based on online resource; title from title page (ebrary, viewed May 14, 2013).

ISBN:

9781135124274

1135124272

9780203076248

0203076249

9781135124281

1135124280

OCLC:

842013593