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

• Record Nr.: UNINA9910811491803321
• Pubbl/distr/stampa: London : , : Routledge, , 2013
• ISBN: 1-135-12427-2; 0-203-07624-9; 1-135-12428-0
• Descrizione fisica: 1 online resource (310 pages) : illustrations
• Collana: Routledge Library Editions: International Business ; ; Volume 40
• Altri autori (Persone): TurnbullPeter W; VallaJean-Paul
• Disciplina: 658.84
• Soggetti: Customer relations - Europe; Export marketing - Europe; Industrial marketing - Europe
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: First published in 1986 by Croom Helm.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Front Cover; Strategies for InternationalIndustrial Marketing; Copyright Page; Contents; Acknowledgements; Preface; 1. The Interaction Approach to Marketing Strategy - An Introduction; 2. The French Approach to Europe; Introduction; Sample Characteristics; The Four Export Markets and French Industrial Firms; Export Marketing Organisation; The Management of Supplier/Customer Relationships; Industrial Marketing Strategies: Looking for New Ways; Summary; Appendix; 3. The German Approach To Europe; Introduction; The Nature of Marketing Investments in Industrial Markets; Sample Characteristics; Marketing Investments in Micro PositionsMarketing Investments in Macro Positions; Conclusion; 4. The Swedish Approach to Europe; Introduction - International Marketing Strategies; Characteristics of the Process of International Development; Sample Characteristics; The Export Markets and Swedish Companies; Conclusion and Implications; Notes; 5. The British Approach to Europe; Introduction; The Environment of Supplier-Customer Relationships; Marketing Strategies ; for Interaction; Organisation Structures for Handling Customer Relationships; Summary and Conclusions; Implications for Management; Appendix6. A Comparison of Strategic Marketing Approaches; Introduction; The Basis of the 'Market Approach'; The Country Research Samples; Marketing Organisations; Supplier/Customer Relationships; 7. The Strategic Role of Industrial Marketing Management; Introduction; Industrial Marketing in an Interactive Environment; Marketing as a Managerial Function; Three Perspectives for Industrial Marketing Management; Summary; 8. The Dimensions of Industrial Marketing Strategy; Introduction; A Typology of Industrial Marketing Strategies; Factors affecting the Strategic Marketing Behaviour of Firms; A Systematic Approach to the Management and Control of Supplier/Customer RelationshipsInteractive Strategic Marketing Planning: A New Approach; Conclusion; 9. Conclusion; Appendix 1: The Research Methodology; References; Index
• Sommario/riassunto: 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.