Hardbound. The book presents the most recent developments in
international industrial and service marketing research, from a
relationship and network perspective. While the latter perspective
has a long tradition in Europe, relationship marketing has also in
recent years become one of the dominant approaches in the USA,
Canada, Australia and New Zealand. However, the schools of thought
on relationships and networks emerging from different marketing
traditions examine different concepts, use different methods and
arrive at different outcomes, all of which are reflected here.
General
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