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Industrial Products: A Guide to the International Marketing Economics Model

by Erdener Kaynak
Save 35% Save 35%
Current price ₹2,407.00
Original price ₹3,703.00
Original price ₹3,703.00
Original price ₹3,703.00
(-35%)
₹2,407.00
Current price ₹2,407.00

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Book cover type: Paperback
  • ISBN13: 9781138972667
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 248
  • Original Price: GBP 28.99
  • Language: English
  • Edition: N/A
  • Item Weight: 460 grams
  • BISAC Subject(s): Marketing / Multilevel, International / Marketing, and Industrial Design / Product

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.

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