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David Ford, Pierre Berthon, Stephen J. Brown, Lars-Erik Gadde, HA?kan HA?kansson, Peter Naudé, Thomas Ritter, Ivan Snehota

The Business Marketing Course: Managing in Complex Networks

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ISBN: 0471877220, 9780471877226
Издательство: John Wiley & Sons
Год издания: 2002
Страниц: 254
The Business Marketing Course gives an excellent insight into understanding and managing business markets. The book provides the ideal foundation for a one semester or ten lecture course in business or industrial marketing. the author team, led bydavid ford, offers students an easily accessible introduction to business marketing. The Business Marketing Course is based on the conceptual structure developed by the IMP (Industrial Marketing and Purchasing) group. Supplementary materials for lecturers adopting The Business Marketing Course can be found on the accompanying web site.
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