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The Business Marketing Course

Managing in Complex Networks

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Počet strán: 288 stránok
Čas čítania: 11 hodin

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Focusing on the principles of business marketing, this introductory textbook is crafted by the IMP Group to provide a comprehensive understanding of managing customer relationships in alignment with suppliers' and customers' capabilities, resources, strategies, and goals. It serves as an ideal foundation for seminars or semester-long courses, complemented by a dedicated website featuring PowerPoint slides and additional teaching materials for instructors. The book emphasizes the practical application of the IMP approach in corporate marketing contexts.

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The Business Marketing Course, Lars-Erik Gadde, Ivan Snehota, Hakan Hakansson, David F. Ford

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Rok vydania: 2006
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Titul: The Business Marketing Course
Podtitul: Managing in Complex Networks
Jazyk: anglicky
Autori: Lars-Erik Gadde, Ivan Snehota, Hakan Hakansson, David F. Ford
Vydavateľ: John Wiley & Sons Inc
Rok vydania: 2006
Väzba: mäkká
Počet strán: 288
ISBN13: 9780470034507
Štítky: Podnikanie a ekonómia
Hodnotenie: 4,15 z 5
Anotácia: Focusing on the principles of business marketing, this introductory textbook is crafted by the IMP Group to provide a comprehensive understanding of managing customer relationships in alignment with suppliers' and customers' capabilities, resources, strategies, and goals. It serves as an ideal foundation for seminars or semester-long courses, complemented by a dedicated website featuring PowerPoint slides and additional teaching materials for instructors. The book emphasizes the practical application of the IMP approach in corporate marketing contexts.