Marketing and Semiotics: Selected Papers from the Copenhagen Symposium

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9788763000420: Marketing and Semiotics: Selected Papers from the Copenhagen Symposium

Europe is changing. New markets are developing for Western companies in Eastern Europe. Future businessmen of the East must learn the hard and competitive ways of business in the market economies while, simultaneously, fighting the impact on minds and society of up to 70 years of uninterrupted communist regimes. This book contain essential knowledge for industrial marketing in both areas. It presents the first cross-cultural analysis of industrial buying behavior in two countries - Denmark and Poland - representing the two completely different socioeconomic systems. TABLE OF CONTENTS: The "Nielsen Box- Model" Choice of Companies Methodological Issues and Choices Strategic-Choice Decisions Technical-Choice Decisions The Commercial-Choice Decisions The Transactional-Choice Decisions Conclusions and Theoretical Discussion

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