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A New Approach to Industrial Marketing and Purchasing

In: International Marketing and Purchasing

Author

Listed:
  • Peter W. Turnbull
  • Malcolm T. Cunningham

Abstract

This book is concerned with Industrial Marketing and Purchasing within Europe. It reports the first results of a larger international research project which focuses upon the ways in which companies develop and manage their relationships with customers and suppliers both in their home and in foreign markets. Here we present the attitudes, beliefs and experiences of almost 1000 marketing and purchasing executives throughout Europe about the behaviour, performance and characteristics of their customers and suppliers in France, Germany, Italy, Sweden and the UK. All the executives are currently actively selling to or buying from Europe and are expressing their individual opinions, based upon substantial operating experience.

Suggested Citation

  • Peter W. Turnbull & Malcolm T. Cunningham, 1981. "A New Approach to Industrial Marketing and Purchasing," Palgrave Macmillan Books, in: Peter W. Turnbull & Malcolm T. Cunningham (ed.), International Marketing and Purchasing, chapter 1, pages 1-18, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-05475-6_1
    DOI: 10.1007/978-1-349-05475-6_1
    as

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