{"product_id":"the-business-marketing-course-isbn-9780470034507","title":"The Business Marketing Course","description":"The new edition of this widely used business marketing text has been completely revised and rewritten. \u003ci\u003eThe Business Marketing Course\u003c\/i\u003e 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.  \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e  Notes on the Authors.  \u003cp\u003ePreface to the Second Edition.\u003c\/p\u003e \u003cp\u003eChapter 1. The Idea Of Business Networks.\u003c\/p\u003e \u003cp\u003eChapter 2. Analysing Business Network.\u003c\/p\u003e \u003cp\u003eChapter 3. Customers and Suppliers. \u003c\/p\u003e \u003cp\u003eChapter 4. Technology, Business Networks and Business Marketing.\u003c\/p\u003e \u003cp\u003eChapter 5. Understanding Customers.                                      \u003c\/p\u003e \u003cp\u003eChapter 6. Managing Relationships with Customers.\u003c\/p\u003e \u003cp\u003eChapter 7. Designing Offerings: Developing the Promise.\u003c\/p\u003e \u003cp\u003eChapter 8. Implementing the Offering: Fulfilling the Promise.\u003c\/p\u003e \u003cp\u003eChapter 9. Costs, Price and Value.\u003c\/p\u003e \u003cp\u003eChapter 10. Developing Marketing Strategy.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e \u003ci\u003e\"…\u003c\/i\u003ethe authors lead us through the subject in a clear and concise way\u003ci\u003e.\" (Times Higher Education Supplement, 23rd February 2007)\u003c\/i\u003e  \u003cb\u003eProfessor David Ford\u003c\/b\u003e 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.  \u003cp\u003e\u003cb\u003eHakan Hakansson\u003c\/b\u003e is professor at the Nordic School of Management, BI, in Norway.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eLars-Erik Gadde\u003c\/b\u003e is professor at Chalmers University of Technology in Sweden.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIvan Snehota\u003c\/b\u003e is professor at the University of Lugano in Switzerland.\u003c\/p\u003e  \"\u003ci\u003eThe Business Marketing Course\u003c\/i\u003e 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.\"\u003cbr\u003e —\u003cb\u003eProfessor Ian F. Wilkinson, School of Marketing, University of New South Wales, Australia\u003c\/b\u003e  \u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—Professor Luis Araujo, Department of Marketing, Lancaster University, UK\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe new edition of this widely used business marketing text has been completely revised and rewritten. \u003ci\u003eThe Business Marketing Course\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eThe 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 in which they operate.\u003c\/p\u003e \u003cul type=\"disc\"\u003e \u003cli\u003eThe book is still firmly based on the ideas of the IMP (Industrial Marketing and Purchasing) Group.\u003c\/li\u003e \u003cli\u003eIt includes a new chapter on how marketers can work effectively with colleagues in other functional areas.\u003c\/li\u003e \u003cli\u003eThe new edition is presented in a highly readable style with extensive use of examples and illustrations.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEach chapter in the book concludes with a study assignment based on the authors’ own experience of teaching business marketing.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990179201253,"sku":"NP9780470034507","price":53.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470034507.jpg?v=1761786807","url":"https:\/\/k12savings.com\/es\/products\/the-business-marketing-course-isbn-9780470034507","provider":"K12savings","version":"1.0","type":"link"}