Description
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 the Author
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.
Reviews
"...the authors lead us through the subject in a clear and concise way." (Times Higher Education Supplement, 23rd February 2007)
Book Information
ISBN 9780470034507
Author David Ford
Format Paperback
Page Count 288
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 510g
Dimensions(mm) 238mm * 191mm * 16mm
