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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.
Buchkauf
The Business Marketing Course, Lars-Erik Gadde, Ivan Snehota, Hakan Hakansson, David F. Ford
- Sprache
- Erscheinungsdatum
- 2006
- product-detail.submit-box.info.binding
- (Paperback)
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