Download or read book Industrial Products written by Erdener Kaynak and published by Routledge. This book was released on 2012-11-12 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Author Jansson merges different perspectives and ideas into a powerful theory on international marketing of industrial products, mainly modern approaches from marketing, organization theory, and institutional economic theory. He combines micro and macro approaches, which is rarely done in marketing and economics. Industrial Products illustrates this new framework with a detailed account of the experiences of thirteen West-European Transnational Corporations in industrial markets in South East Asia.