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Network Dynamics in International Marketing (Hardcover)
Loot Price: R4,030
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Network Dynamics in International Marketing (Hardcover)
Series: International Business and Management
Expected to ship within 12 - 19 working days
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This book aims to fulfil two objectives: to contribute to the state
of knowledge in the broad area of relationship marketing and to
provide readers with an insight into the antecedents and roots of
the current "fashionable" interest in relationship marketing.
The first part of this book presents ideas on our current
understanding of networks, relationships, and interaction. The
second part contains contributions which will be of interest to all
those undertaking research in the area of business-to-business
marketing. Part three, containing contributions with a strategic
orientation, aims to give readers an indication of how broad the
scope of the subject matter really is.
The contributions represent some of the most current and
interesting thinking and empirical research in the field, and have
been chosen to reflect the way in which the theme of relationship
marketing has matured and developed. They cover the three areas of
interactions, networks, and relationships, but this book goes
further by the way in which these topics are covered. The chapters
include theoretical developments in the area, practical case
studies, and also new methodologies that can be applied to the
study of relationship marketing.
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