The Business Marketing Course: Managing in Complex Networks - Couverture souple

Ford, David I.; Berthon, Pierre; Brown, Stephen J.; Brown, Steve; Gadde, Lars-Erik; Hakansson, Hakan; Peter, Naude; Ritter, Thomas; Snehota, Ivan

Couverture souple

ISBN 10 : 0471877220 ISBN 13 : 9780471877226

Editeur : John Wiley & Sons Ltd, 2002

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.

A propos du livre

Quatrième de couverture

" The Business Marketing Course is an important andinsightful book that brings together the main theories andcontributions of the Industrial Marketing and Purchasing Group in astudent–friendly form.  The book provides complete coverage ofthe role of business relationships and networks in domestic andinternational business – a topic that is now gaining widespreadattention among researchers and practitioners and is a vital partof student learning."
Professor Ian F. Wilkinson, School of Marketing,University of New South Wales, Australia

"The second edition of this fine book offers another stepforward in terms of structure, coverage and significance. Thethoughtful use of figures, tables, boxes and assignments providesfurther clarity for students."
Professor Luis Araujo, Department of Marketing, LancasterUniversity, UK

The new edition of this widely used business marketing text hasbeen completely revised and rewritten. The Business MarketingCourse provides a comprehensive insight into business marketingin a compact and accessible format that provides the idealfoundation for courses on business or industrial marketing.

The new edition concentrates on the reality facing businessmarketers operating in complex and dynamic business networks. Thebook provides a structured approach to both technology and thedevelopment of the marketer s offerings as well as anexpanded guide on how to analyse business networks and customersand how to develop marketing strategy.

The book is essential reading for students who are studyingbusiness markets. It is also an excellent guide for all managerswho would like a clearer understanding of the complexity ofnetworks in which they operate.

• The book is still firmly based on the ideas of the IMP(Industrial Marketing and Purchasing) Group.
• It includes a new chapter on how marketers can work effectivelywith colleagues in other functional areas.
• The new edition is presented in a highly readable style withextensive use of examples and illustrations.

Each chapter in the book concludes with a study assignment basedon the authors own experience of teaching businessmarketing.

Biographie de l'auteur

Professor David Ford is founder member of the IMP(International Marketing and Purchasing) Group, a body ofresearchers from eight countries which has carried out a number oflarge–scale studies into international industrial marketing andpurchasing. He is also visiting professor at the University ofTexas and a member of the internal board of advisers for the Schoolof Business at Uppsala University in Sweden.

Hakan Hakansson is professor at the Nordic School ofManagement, BI, in Norway.

Lars–Erik Gadde is professor at Chalmers University ofTechnology in Sweden.

Ivan Snehota is professor at the University of Lugano inSwitzerland.

Détails de l'édition

• Éditeur: John Wiley & Sons Ltd
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0471877220
• ISBN 13: 9780471877226
• Reliure: Broché
• Nombre de pages: 254
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible