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.
No company is an island in the world of business. Each company is locked into a complex network of relationships with its customers, suppliers and other counterparts. What happens in these relationships is critical to the success of any business. Managing a company's relationships and its position in the network is a central, but often misunderstood aspect of business. This new edition of Managing Business Relationships aims to help managers and students understand the reality of business networks and how to manage in them. It has been entirely rewritten to include the latest thinking and research from the IMP (Industrial Marketing and Purchasing) Group and includes new chapters on Intermediation in Business Networks, the Economics of Business Relationships and the Practice of Business Networking. Features: • Provides a structured way to understand business networks and their meaning for the practicing manager. • Offers a complete analysis of management in different relationships including those with customers, suppliers, distributors and development counterparts. • Presents a practical analysis of the problems and choices that managers face in developing and changing their relationships and a guide to the critical skills of business networking.
