Business Marketing: An Interaction and Network Perspective

This work provides an in-depth understanding of long term business relationships in industrial markets. During the late 1980s the view on business marketing changed remarkably: from a single transaction oriented, market mechanism-based description of marketing and purchasing, moving into domestic and international buyer-seller relationships. It aims to provide an 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.