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Industrial Products »

Authors: Erdener Kaynak, Hans Jansson
ISBN-13: 9781560244257, ISBN-10: 1560244259
Format: Hardcover
Publisher: Taylor & Francis, Inc.
Date Published: January 1994
Edition: (Non-applicable)

Author Biography: Erdener Kaynak

Book Synopsis

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.

Booknews

Jansson merges different perspectives and ideas--mainly modern approaches from marketing, organization theory, and institutional economic theory--into a theory on international marketing of industrial products, which he illustrates with an account of the experiences of 13 West-European transnational corporations in industrial markets in Southeast Asia. Annotation c. Book News, Inc., Portland, OR (booknews.com)

	List of Tables and Figures
	Foreword
	Preface
	Acknowledgements
	Introduction	1
Ch. 1	The Marketing Economics Approach to Industrial Marketing in Less Industrialized Countries	5
Ch. 2	Methodology	51
Ch. 3	The Institutional Framework	69
Ch. 4	Industrial Marketing Strategies	97
Ch. 5	Linkage Strategies	123
Ch. 6	Competitive Strategies	149
Ch. 7	Marketing of Projects	175
Ch. 8	Implications for Industrial Marketing Management	195
	References	211
	Index	219