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Business Marketing Course

David Ford | Lars-Erik Gadde | Håkan Håkansson | Ivan Snehota
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A01=David Ford
A01=Hakan Hakansson
A01=Ivan Snehota
A01=Lars-Erik Gadde
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Author_David Ford
Author_Hakan Hakansson
Author_Ivan Snehota
Author_Lars-Erik Gadde
book
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Category=KJS
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domestic
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Product details

  • ISBN 9780470034507
  • Weight: 510g
  • Dimensions: 191 x 238mm
  • Publication Date: 01 Sep 2006
  • Publisher: John Wiley & Sons Inc
  • Publication City/Country: US
  • Product Form: Paperback
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Description
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 networks in which they operate.
About David Ford | Hakan Hakansson | Ivan Snehota | Lars-Erik Gadde
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.

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