The book presents the most recent developments in international industrial and service marketing research, from a relationship and network perspective. While the latter perspective has a long tradition in Europe, relationship marketing has also in recent years become one of the dominant approaches in the USA, Canada, Australia and New Zealand. However, the schools of thought on relationships and networks emerging from different marketing traditio...
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Globalization provides firms with tremendous opportunities as well as daunting challenges. International expansion has become a pervasive and prominent strategic response to global economic dynamics f...
This is a Student Textbook/Workbook (volume 2) with a CD-Rom enclosed. The CD-Rom contains information for both Volume 1 (red cover) and Volume 2 (blue cover). German for Business and Economics pac...