Business Marketing Course 2e

ISBN-13: 9780470034507 / Angielski / Miękka / 2006 / 288 str.

David Ford; Lars-Erik Gadde; Hakan Hakansson

Opis

The Business Marketing Course is an important and insightful book that brings together the main theories and contributions of the Industrial Marketing and Purchasing Group in a student-friendly form. The book provides complete coverage of the role of business relationships and networks in domestic and international business - a topic that is now gaining widespread attention among researchers and practitioners and is a vital part of student learning.
--Professor Ian F. Wilkinson, School of Marketing, University of New South Wales, Australia The second edition of this fine book offers another step forward in terms of structure, coverage and significance. The thoughtful use of figures, tables, boxes and assignments provides further clarity for students.
--Professor Luis Araujo, Department of Marketing, Lancaster University, UK 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.

Recenzje

" the authors lead us through the subject in a clear and concise way ." (Times Higher Education Supplement, 23rd February 2007)

Spis treści

Notes on the Authors.

Preface to the Second Edition.

Chapter 1. The Idea Of Business Networks.

Chapter 2. Analysing Business Network.

Chapter 3. Customers and Suppliers. 

Chapter 4. Technology, Business Networks and Business Marketing.

Chapter 5. Understanding Customers.                                      

Chapter 6. Managing Relationships with Customers.

Chapter 7. Designing Offerings: Developing the Promise.

Chapter 8. Implementing the Offering: Fulfilling the Promise.

Chapter 9. Costs, Price and Value.

Chapter 10. Developing Marketing Strategy.

Index.

O autorze

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

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

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

Ivan Snehota is professor at the University of Lugano in Switzerland.