ABSTRACT
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.
TABLE OF CONTENTS
part 1|133 pages
Organisational Buying Behaviour and Cultural Variables
part 2|132 pages
The Internationalisation Process Theories and Evidence
part 3|115 pages
International Supplier-Customer Relationships