Bridgewater, Sue and Egan, Colin (2001) International Marketing and Relationships. Profitable Marketing Relationships Series . Palgrave Macmillan Ltd., Basingstoke, Hampshire. ISBN 978-033-373-378-3

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Abstract

This text is designed for use on International Marketing courses taken by business studies, marketing and MBA students. Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context,. Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practioner.

Item Type:	Book
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Series Name:	Profitable Marketing Relationships Series
Publisher:	Palgrave Macmillan Ltd.
Place of Publication:	Basingstoke, Hampshire
ISBN:	978-033-373-378-3
Date:	1 December 2001
Number of Pages:	320
Status:	Peer Reviewed
Publication Status:	Published
URI:	http://wrap.warwick.ac.uk/id/eprint/43551

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