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Full Description
The new edition of this widely used business marketing text has been completely revised and rewritten. The Business Marketing Course provides a comprehensive insight into business marketing in a compact and accessible format that provides the ideal foundation for courses on business or industrial marketing. The new edition concentrates on the reality facing business marketers operating in complex and dynamic business networks. The book provides a structured approach to both technology and the development of the marketer's offerings as well as an expanded guide on how to analyse business networks and customers and how to develop marketing strategy.
The book is essential reading for students who are studying business markets. It is also an excellent guide for all managers who would like a clearer understanding of the complexity networks in which they operate.
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.
