Strategic International Marketing: An Advanced Perspective
- ISBN-10
- 0230356648
- ISBN-13
- 9780230356641
- Category
- Business & Economics
- Language
- English
- Published
- 2017-09-16
- Authors
- Suraksha Gupta, T C Melewar
Description
This research stream has shown the value to channel partners in adopting a relational perspective (Boyle et al., 1992) but does not usually address manufacturer brands in the discussion. However, in the broader B2B marketing context, ...
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