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The Business Marketing Course
Details
Description
Description| Publisher | John Wiley & Sons (UK) |
| Author(s) | David Ford / Lars-Erik Gadde / Håkan Håkansson / Ivan Snehota |
| Subtitle | Managing in Complex Networks |
| Edition | 1 |
| Published | 1st September 2006 |
| Related course codes |
Managing in Complex Networks
The new edition of this widely used business marketing text hasbeen 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 networks
in which they operate.
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