基本信息出版社：Wiley
页码：256 页
出版日期：2002年04月
ISBN：0471877220
International Standard Book Number：0471877220
条形码：9780471877226
EAN：9780471877226
装帧：平装
正文语种：英语

内容简介 The Business Marketing Course gives an excellent insight into understanding and managing business markets. The book provides the ideal foundation for a one semester or ten lecture course in business or industrial marketing. the author team, led by david ford, offers students an easily accessible introduction to business marketing. The Business Marketing Course is based on the conceptual structure developed by the IMP (Industrial Marketing and Purchasing) group.

Supplementary materials for lecturers adopting The Business Marketing Course can be found on the accompanying web site.

专业书评 From the Back Cover

The Business Marketing Course gives an excellent insight into understanding and managing business markets. The book provides the ideal foundation for a one semester or ten lecture course in business or industrial marketing. the author team, led by david ford, offers students an easily accessible introduction to business marketing. The Business Marketing Course is based on the conceptual structure developed by the IMP (Industrial Marketing and Purchasing) group.

Supplementary materials for lecturers adopting The Business Marketing Course can be found on the accompanying web site.

目录
Notes on the Authors

Preface

Understanding Business Marketing and Purchasing

Business Marketing and Networks

Understanding Technology in Business Networks

Understanding Customers

Managing Relationships with Customers

Building Offering: Developing the Promise

Transferring the Offering: Fulfilling the promise

Price, Costs and Value

Developments in Business Marketing

Developing Marketing Strategy

Index
……