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Industrial Products

A Guide to the International Marketing Economics Model

Industrial Products by Erdener Kaynak
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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.
Taylor and Francis; November 2012
248 pages; ISBN 9781136585852
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Title: Industrial Products
Author: Erdener Kaynak; Hans Jansson
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