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Business Marketing: An Interaction and Network Perspective
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This book provides an in-depth understanding of long term business relationships in industrial markets. During the late 1980s our view on business marketing changed remarkably: from a single transaction oriented, market mechanism-based description of marketing and purchasing we are moving into domestic and international buyer--seller relationships. In academic terms, we are experiencing a broadening of the paradigms that describe how companies interact. Business Marketing: An Interaction and Network Perspective provides an in-depth understanding of the long-term relations in business marketing, how these relationships develop, and their constituent parts and processes. Unfolding network theory is presented and applied to the description of how complex interdependencies between modern firms in international markets can be analyzed with the help of network concepts. Business Marketing: An Interaction and Network Perspective is suitable for graduate and doctoral level courses in business administration. The book will also be of interest to researchers and teachers working on business marketing, international marketing, and strategic management. Managers dealing with business marketing problems will also benefit from the insights provided by the interaction and network approaches.
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