The Business Marketing Course: Managing in Complex Networks

Ford, David and Berthon, Pierre and Brown, Stephen J. and Gadde, Lars-Erik and H?kansson, H?kan and Naud?, Peter and Ritter, Thomas and Snehota, Ivan

ISBN 10: 0471877220 / ISBN 13: 9780471877226

Published by John Wiley and Sons, 2002

Dispatched, from the UK, within 48 hours of ordering. Though second-hand, the book is still in very good shape. Minimal signs of usage may include very minor creasing on the cover or on the spine. Highlighting on some pages of the book. Seller Inventory # CHL10336721

Synopsis:

′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.

From the Back Cover: The Business Marketing Course gives an excellent insight into understanding and managing business markets. The book provides the ideal foundation for a one semester or ten lecture course in business or industrial marketing. the author team, led by david ford, offers students an easily accessible introduction to business marketing. The Business Marketing Course is based on the conceptual structure developed by the IMP (Industrial Marketing and Purchasing) group.

Supplementary materials for lecturers adopting The Business Marketing Course can be found on the accompanying web site.

Bibliographic Details

Title: The Business Marketing Course: Managing in ...
Publisher: John Wiley and Sons
Publication Date: 2002
Binding: Paperback
Condition: Used; Very Good