The Business Marketing Course: Managing in Complex Networks

by David Ford, Stephen J. Brown

'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.

Paperback

First published April 15, 2002

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Reviews

[Nisa Tazkia]

it's useful for my master degree learning and research resources

[James Fridley · Rating 4 out of 5]

Great overview of key things you should be aware of....