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International Marketing and Purchasing on Hardback
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International Marketing and Purchasing

From Marketing-mix to Relationships and Networks
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Description

This analysis starts with an historical perspective on how the discipline of marketing has developed over the years and how it has moved from its traditional emphasis on marketing mix to relationship building and networks. The volume then presents some writings on marketing with relationship and network perspective. Different chapters deal with examples from different industries as well as different countries.
Release date NZ
January 21st, 2000
Audience
  • Professional & Vocational
Contributors
  • Edited by Pervez N. Ghauri
  • Series edited by S.Tamer Cavusgil
Pages
356
Dimensions
156x234x20
ISBN-13
9780762303182
Product ID
2814946

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