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Relationships and Networks in International Markets

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Authors: Hans Gemuenden, Thomas Ritter, Achim Walter
Publisher: Pergamon Press
ISBN: 0-08-043063-5


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Abstract:


This volume is intended to address the growing scope for the exchange, discussion and development of ideas on 'relationship marketing', and deals with major developments in international marketing from a relationship and network perspective, representing a valuable resource for all researchers in the area of industrial and service marketing, and for all practitioners responsible for the initiation, coordination and fostering of international business relationships and networks. The book begins with an examination of past, present and future research on relationships and networks. It then addresses and analyses the problems of establishing and maintaining effective business relationships. Finally, it takes a close look at networks, presenting new conceptual contributions to network research and applications of network theory and case studies, and addressing the theme of industrial networks and innovation success.