Understanding Business Marketing and Purchasing

This book is aimed at students, instructors, researchers and practitioners who need to understand the complexities of business markets and the management challenges they provide. It brings together the most significant and up to the minute work of the IMP group and their research colleagues.The third edition has been extensively revised and includes many new readings.All have been chosen for their clarity and insight into the complex world of the business marketer and the purchaser.

Understanding Business Marketing and Purchasing provides insight into the interactions between the business buyers and sellers and the relationships, in which they take place.The book also sheds light on ho- business relationships form pan of wider network, and provides understanding of the issues facing managers in these complex networks.The collection takes an international approasch to understanding business markets and draws on the work of leading authorities from a number of countries.

Unrivalled for clarity and comprehensive coverage, Understanding Business Marketing and Purchasing is essential reading for academics, students and practitioners.

Contents

Introduction

1. The IMP Approach to Understanding Business Marketing and Purchasing
2. Understanding Interaction and Relationship
3. Understanding Business Networks
4. Marketing In Business Networks
5. Purchasing in Business Networks
Conclusins

Index