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International Business-To-Business Marketing Strategy: The Indian Case

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  • Communication
  • Engineering


This paper presents the results of a pilot study on the marketing strategies followed by Indian exporters of engineering goods to three different foreign markets - American, British and German markets. These were studied within the framework provided by the Interaction model. The nature of the relationships between Indian exporters and their customers in the above country markets was investigated with the focus on the influence of such relationships on the marketing strategies adopted. Some of the unique problems encountered in conducting such research in a developing country environment are also discussed.

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