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Network Dynamics in International Marketing

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Authors: Peter Naudé, Peter Turnbull
Publisher: Pergamon Press
ISBN: 0080433588


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Abstract:


This work aims to reflect the current thinking in the growing area of relationship marketing, and the articles have been chosen to reflect the way in which the subject matter has matured and developed. While the articles do cover the three areas of interactions, networks and relationships, this book goes further in the way in which these topics are covered. The chapters include theoretical developments in the area, practical case studies, and also applications of new methodologies that can be applied to the study of relationship marketing.