TY  - BOOK
AU  - McCall,J.B.
AU  - Warrington,M.B.
TI  - Marketing by agreement : :a cross-cultural approach to business negotiations 
SN  - 9780471921516
U1  - 658.8 MCC 
PY  - 1989///
CY  - Chichester [England]
PB  - John Wiley and Sons
KW  - Export sales contracts
KW  - Marketing-Law and legislation
KW  - License agreements
KW  - Negotiation in business
N1  - Includes Bibliographical references and  index; Bibliography: p. 311-316
N2  - "Marketing By Agreement" relates ideals to realistic situations in the area of international business negotiations. It looks at the interorganizational negotiations which are crucial aspects of marketing and purchasing operations in a cross-cultural setting. The negotiation theme is developed via models showing the interaction of factors affecting outcomes and negotiation skills. Taking an international approach, the book relates concepts to the real world of negotiating sales/purchase, agency/distributorship, licence and joint-venture agreements. This second edition has been revised and expanded to meet the demands of a changing market, highlighting and aiming to formulate the skills necessary for effective performance
ER  -