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The Business Marketing Course


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Table of Contents

Notes on the Authors. Preface to the Second Edition. Chapter 1. The Idea Of Business Networks. Chapter 2. Analysing Business Network. Chapter 3. Customers and Suppliers. Chapter 4. Technology, Business Networks and Business Marketing. Chapter 5. Understanding Customers. Chapter 6. Managing Relationships with Customers. Chapter 7. Designing Offerings: Developing the Promise. Chapter 8. Implementing the Offering: Fulfilling the Promise. Chapter 9. Costs, Price and Value. Chapter 10. Developing Marketing Strategy. Index.

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.


"?the authors lead us through the subject in a clear and concise way." (Times Higher Education Supplement, 23rd February 2007)

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