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
……