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The Business Marketing Course: Managing in Complex Networks

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Authors: David Ford, Pierre Berthon, Stephen Brown, Lars-Erik Gadde, Peter Naudé, Thomas Ritter, Ivan Snehota, Håkan Håkansson
Publisher: Wiley
ISBN: 0-471-87722-0


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Abstract:


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.