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