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′The Business Marketing Course′ has been written by a team of authors, led by David Ford, from the IMP (Industrial Marketing and Purchasing) Group. It is the first time that an introductory level textbook on business marketing has been developed based on the IMP approach. According to David Ford, business marketing is the task of selecting, developing and managing customer relationships for advantage in line with the skills, resources, strategy and objectives of both the supplier and customer companies.
Business marketing (or industrial marketing as it was formerly called) involves the marketing of products and services to commercial enterprises, governments and other not–for–profit institutions for use in the products they, in turn, produce.
Business marketing (or industrial marketing as it was formerly called) involves the marketing of products and services to commercial enterprises, governments and other not–for–profit institutions for use in the products they, in turn, produce.
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Review:
" the authors lead us through the subject in a clear and concise way ." (Times Higher Education Supplement, 23rd February 2007)
About the Author:
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.
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- PublisherJohn Wiley & Sons
- Publication date2002
- ISBN 10 0471877220
- ISBN 13 9780471877226
- BindingPaperback
- Number of pages254
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BUSINESS MARKETING COURSE: MANAGING IN COMPLEX NETWORKS
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