The Business Marketing Course

Managing in Complex Networks

David Ford, Lars-Erik Gadde, Hakan Hakansson, Ivan Snehota

272 pages, parution le 14/09/2006 (2^eme édition)

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Résumé

The new edition of this widely used business marketing text has been completely revised and rewritten. The Business Marketing Course provides a comprehensive insight into business marketing in a compact and accessible format that provides the ideal foundation for courses on business or industrial marketing.

The new edition concentrates on the reality facing business marketers operating in complex and dynamic business networks. The book provides a structured approach to both technology and the development of the marketer's offerings as well as an expanded guide on how to analyse business networks and customers and how to develop marketing strategy.

The book is essential reading for students who are studying business markets. It is also an excellent guide for all managers who would like a clearer understanding of the complexity of networks 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 effectively with colleagues in other functional areas.
The new edition is presented in a highly readable style with extensive use of examples and illustrations.

Each chapter in the book concludes with a study assignment based on the authors' own experience of teaching business marketing.

L'auteur - Hakan Hakansson

Hakan Hakansson is the NEMI professor of International Management at the Norwegian School of Management, BI. He is also one of the founder members of the international IMP Group. Publications include a number of articles in international journals as well as a number of books.

Sommaire

Preface
The Idea Of Business Networks
Analysing Business Network
Customers and Suppliers
Technology, Business Networks and Business Marketing
Understanding Customers
Managing Relationships with Customers
Designing Offerings: Developing the Promise
Implementing the Offering: Fulfilling the Promise
Costs, Price and Value
Developing Marketing Strategy
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	David Ford, Lars-Erik Gadde, Hakan Hakansson, Ivan Snehota
Parution	14/09/2006
Édition	2^eme édition
Nb. de pages	272
Format	19 x 23,5
Couverture	Broché
Poids	540g
Intérieur	Noir et Blanc
EAN13	9780470034507
ISBN13	978-0-470-03450-7