The Business Marketing Course: Managing in Complex Networks

by David Ford; Pierre Berthon; Stephen J. Brown; Lars-Erik Gadde; Håkan Håkansson; Peter Naudé; ; Thomas Ritter; Ivan Snehota

• ISBN13: 9780471877226
• ISBN10: 0471877220
• Format: Paperback
• Copyright: 2002-04-01
• Publisher: WILEY

Summary

2The Business Marketing Course2 has been written by a team of authors, led by David Ford, from the IMP (Industrial Marketing and Purchasing) Group. It is the first time that an introductory level textbook on business marketing has been developed based on the IMP approach. According to David Ford, business marketing is the task of selecting, developing and managing customer relationships for advantage in line with the skills, resources, strategy and objectives of both the supplier and customer companies. Business marketing (or industrial marketing as it was formerly called) involves the marketing of products and services to commercial enterprises, governments and other not-for-profit institutions for use in the products they, in turn, produce.

Author Biography

David Ford is Professor of Marketing at the University of Bath in the UK. Pierre Berthon is Professor of Marketing at Bentley College, Boston, USA. Stephen Brown is Professor of Operations at the University of Bath, School of Management. Lars-Erik Gadde is Professor of Industrial Marketing at the Chalmers University of Technology, Gothenburg, Sweden. Hakan Hakansson is Professor of Industrial Marketing at BI, the Nordic School of Management, Oslo, Norway. Peter Naude is Professor of Marketing at the University of Bath, School of Management. Thomas Ritter is Associate Professor of Marketing at Copenhagen Business School, Denmark. Ivan Snehota is Associate Professor at th Stockholm School of Economics.

Table of Contents

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

Inde