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Research in International Marketing (RLE International Business)

This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation arising from the internationalisation process.

A central theme to IMP Group work has been the Interaction Approach and the
statement that markets are not passive but active, that industrial marketing is not
composed of single transactions but relationships which covey change and ...