This study considers the key strategic issues of the management of customer relationships in international industrial marketing, based on extensive original research by the International Marketing and Purchase Group. It reports on that research, in particular pointing out the differences in approach by different national groups in Europe.

This study considers the key strategic issues of the management of customer relationships in international industrial marketing, based on extensive original research by the International Marketing and Purchase Group. It reports on that research, in particular pointing out the differences in approach by different national groups in Europe.