...International Marketing and Purchasing of Industrial Goods An Interaction Approach B y IMP P roject Group Editor: Håkan Håkansson, U niversity of Uppsala J OHN WILEY & S ONS Chichester • New York • Brisbane • Toronto • Singapore Copyright © 1982, by John Wiley & Sons, Ltd. All rights reserved. No part of this book may be reproduced by any means nor transmitted, nor translated into a machine language without the written permission of the publisher. Library of Congress Cataloging in Publication Data Håkansson, Håkan, 1947 International marketing and purchasing of industrial goods. Bibliography: p. Includes index. 1. Marketing – Europe. 2. Industrial procurement – Europe. I. Title. HF5415.12.E8H34 658.8'0094 81-13070 ISBN 0 471 27987 0 AACR2 British Library Cataloguing in Publication Data: International marketing and purchasing of industrial goods. 1. Marketing – Europe 2. Purchasing I. Håkansson, Håkan 658.8' 394 HF5415.1 ISBN 0 471 27987 0 Typeset by Pintail Studios Ltd., Ringwood, Hampshire Printed in the United States of America Contents Preface ....................................................................................... ix 1. Introduction A CHALLENGE ......................................................................................... 1 MARKETS FOR INDUSTRIAL GOODS ...................................................... 1 BENEFITS OF STABILITY AND OBSTACLES TO CHANGE IN INDUSTRIAL MARKETS ........................
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