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Authors:
David Ford - University of Bath, UK
Pierre Berthon - Bentley College, Boston, USA
Stephen Brown - University of Bath, UK
Lars-Erik Gadde - Chalmers University of Technology, Sweden
Håkan Håkansson - BI, the Nordic School of Management, Norway
Peter Naudé - University of Bath, UK
Thomas Ritter - Copenhagen Business School, Denmark
Ivan Snehota - Stockholm School of Economics, Sweden
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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.
Table of Contents:
- 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
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