haku: @author Usunier, J-C. / yhteensä: 4
viite: 4 / 4
« edellinen | seuraava »
| Tekijä: | Usunier, J-C. |
| Otsikko: | Negotiation on commerciale des projets: une approche interculturelle = Commercial negotiation about projects: an intercultural approach |
| Lehti: | Revue Francaise du Marketing
1990 : /2-3, NO. 127-128, p. 167-184 |
| Asiasana: | PROJECTS MARKETING NEGOTIATION CULTURE STRATEGY |
| Kieli: | fre |
| Tiivistelmä: | The dynamics of commercial negotiation about project offers is examined in intercultural context. The dimensions of relational marketing are described. Situational and process-like characteristics of relational marketing are explored. The development of an integrative strategy of negotiation is investigated. An intercultural approach to building trust between buyer and supplier in the process of negotiation is explained. The impact of cultural differences on project marketing is shown. The temporal aspect of project marketing is highlighted. A number of examples of intercultural negotiation are presented. |
« edellinen | seuraava »
SCIMA