The Business Marketing Course : Managing in Complex Networks

Ford, David; Berthon, Pierre; Brown, Stephen; Gadde, Lars-Erik; Ritter, Thomas

ISBN 10: 0471877220 / ISBN 13: 9780471877226

Published by John Wiley & Sons, Incorporated, Hoboken, NJ, U.S.A., 2002

About this Item

8vo.

Seller Inventory # 287

Bibliographic Details

• Title: The Business Marketing Course : Managing in Complex Networks
• Publisher: John Wiley & Sons, Incorporated, Hoboken, NJ, U.S.A.
• Publication Date: 2002
• Language: English
• ISBN 10: 0471877220
• ISBN 13: 9780471877226
• Binding: Paperback
• Condition: Very Good
• Book Type: Book
• Seller catalogs:
  • Social Sciences

About this title

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.