The Business Marketing Course: Managing in Complex Networks
ISBN-13:
9780471877226
ISBN-10:
0471877220
Edition:
1
Author:
David Ford, Stephen J. Brown, Lars-Erik Gadde, Håkan Håkansson, Ivan Snehota, Pierre Berthon, Peter Naudé, Thomas Ritter
Publication date:
2001
Publisher:
Wiley
Format:
Paperback
256 pages
FREE US shipping
Book details
ISBN-13:
9780471877226
ISBN-10:
0471877220
Edition:
1
Author:
David Ford, Stephen J. Brown, Lars-Erik Gadde, Håkan Håkansson, Ivan Snehota, Pierre Berthon, Peter Naudé, Thomas Ritter
Publication date:
2001
Publisher:
Wiley
Format:
Paperback
256 pages
Summary
The Business Marketing Course: Managing in Complex Networks (ISBN-13: 9780471877226 and ISBN-10: 0471877220), written by authors
David Ford, Stephen J. Brown, Lars-Erik Gadde, Håkan Håkansson, Ivan Snehota, Pierre Berthon, Peter Naudé, Thomas Ritter, was published by Wiley in 2001.
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Description
'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.
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