"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 inwhich 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.
General
| Imprint: |
John Wiley & Sons
|
| Country of origin: |
United States |
| Release date: |
September 2006 |
| First published: |
October 2006 |
| Authors: |
D Ford
|
| Dimensions: |
236 x 192 x 15mm (L x W x T) |
| Format: |
Paperback
|
| Pages: |
288 |
| Edition: |
2nd Edition |
| ISBN-13: |
978-0-470-03450-7 |
| Categories: |
Books >
Business & Economics >
Business & management >
Sales & marketing >
General
|
| LSN: |
0-470-03450-5 |
| Barcode: |
9780470034507 |
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