| Industrial Products: A Guide to the International Marketing Economics Model Contributor(s): Kaynak, Erdener (Author), Jansson, Hans (Author) |
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ISBN: 1138972665 ISBN-13: 9781138972667 Publisher: Routledge OUR PRICE: $32.29 Product Type: Paperback - Other Formats Published: August 2017 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Multilevel - Business & Economics | International - Marketing - Technology & Engineering | Industrial Design - Product |
| Dewey: 658.84 |
| Physical Information: 248 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |