The Business Marketing Course (häftad)
Häftad (Paperback / softback)
Antal sidor
2 ed
John Wiley & Sons Inc
Gadde / Hakansson
240 x 190 x 20 mm
460 g
Antal komponenter
3:B&W 7.5 x 9.25 in or 235 x 191 mm Perfect Bound on White w/Gloss Lam
The Business Marketing Course (häftad)

The Business Marketing Course

Managing in Complex Networks

Häftad,  Engelska, 2006-09-01
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The new edition of this widely used business marketing text has been completely revised and rewritten. The Business Marketing Course provides a comprehensive insight into business marketing in a compact and accessible format that provides the ideal foundation for courses on business or industrial marketing. The new edition concentrates on the reality facing business marketers operating in complex and dynamic business networks. The book provides a structured approach to both technology and the development of the marketers offerings as well as an expanded guide on how to analyse business networks and customers and how to develop marketing strategy. The book is essential reading for students who are studying business markets. It is also an excellent guide for all managers who would like a clearer understanding of the complexity networks in which they operate.
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"the authors lead us through the subject in a clear and concise way." (Times Higher Education Supplement, 23rd February 2007)

Övrig information

Professor David Ford is founder member of the IMP (International Marketing and Purchasing) Group, a body of researchers from eight countries which has carried out a number of large-scale studies into international industrial marketing and purchasing. He is also visiting professor at the University of Texas and a member of the internal board of advisers for the School of Business at Uppsala University in Sweden. Hakan Hakansson is professor at the Nordic School of Management, BI, in Norway. Lars-Erik Gadde is professor at Chalmers University of Technology in Sweden. Ivan Snehota is professor at the University of Lugano in Switzerland.


Notes on the Authors. Preface to the Second Edition. Chapter 1. The Idea Of Business Networks. Chapter 2. Analysing Business Network. Chapter 3. Customers and Suppliers. Chapter 4. Technology, Business Networks and Business Marketing. Chapter 5. Understanding Customers. Chapter 6. Managing Relationships with Customers. Chapter 7. Designing Offerings: Developing the Promise. Chapter 8. Implementing the Offering: Fulfilling the Promise. Chapter 9. Costs, Price and Value. Chapter 10. Developing Marketing Strategy. Index.