The interaction approach to studying international marketing activities of industrial firms is now an established research stream. Initiated by a team of European researchers, the interaction approach focuses on the process of managing interactions between supplier and customer units. In this...

The more important strategic portfolio planning approaches that have evolved since Markowitz originally postulated his portfolio theory are described and summarised. Based on this review the author suggests that for industrial marketing and purchasing management the interaction approach to...

The nature and structure of the advertising industry has been changing dramatically in the 1980s. The causes and nature of this turbulence are reviewed and the consequences for the coming decade are analysed.