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Lecture Global marketing management (7th edition): Chapter 15 - Masaaki Kotabe, Kristiaan Helsen
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Chapter "global logistics and distribution". After studying this chapter you will be able to understand: The importance of derived demand in industrial markets, how demand is affected by technology levels, characteristics of an industrial product, the importance of ISO 9000 certification, the growth of business services and nuances of their marketing, the importance of trade shows in promoting industrial goods, the importance of relationship marketing for industrial products and services. | Lecture Global marketing management 7th edition Chapter 15 - Masaaki Kotabe Kristiaan Helsen