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Focusing on the principles of business marketing, this introductory textbook is crafted by the IMP Group to provide a comprehensive understanding of managing customer relationships in alignment with suppliers' and customers' capabilities, resources, strategies, and goals. It serves as an ideal foundation for seminars or semester-long courses, complemented by a dedicated website featuring PowerPoint slides and additional teaching materials for instructors. The book emphasizes the practical application of the IMP approach in corporate marketing contexts.
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The Business Marketing Course, Lars-Erik Gadde, Ivan Snehota, Hakan Hakansson, David Ford
- Language
- Released
- 2006
- product-detail.submit-box.info.binding
- (Paperback)
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- Title
- The Business Marketing Course
- Subtitle
- Managing in Complex Networks
- Language
- English
- Authors
- Lars-Erik Gadde, Ivan Snehota, Hakan Hakansson, David Ford
- Publisher
- John Wiley & Sons Inc
- Released
- 2006
- Format
- Paperback
- Pages
- 288
- ISBN13
- 9780470034507
- Category
- Business and Economics
- Description
- Focusing on the principles of business marketing, this introductory textbook is crafted by the IMP Group to provide a comprehensive understanding of managing customer relationships in alignment with suppliers' and customers' capabilities, resources, strategies, and goals. It serves as an ideal foundation for seminars or semester-long courses, complemented by a dedicated website featuring PowerPoint slides and additional teaching materials for instructors. The book emphasizes the practical application of the IMP approach in corporate marketing contexts.