Textbook
The Business Marketing Course: Managing in Complex Networks, 2nd EditionISBN: 978-0-470-03450-7
Paperback
288 pages
October 2006, ©2007
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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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.