The business marketing course : managing in complex networks
著者
書誌事項
The business marketing course : managing in complex networks
Wiley, c2002
大学図書館所蔵 件 / 全12件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and index
内容説明・目次
内容説明
"The Business Marketing Course" 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.
目次
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 Index
「Nielsen BookData」 より