Understanding Business Marketing and Purchasing

作者:David Ford

页数:585

出版时间:2001-12

价格:330.00元

isbn号码:9781861527691

This book is aimed at students, instructors, researchers and practitioners who need to understand the complexities of business markets and the management challenges they provide. It brings together the most significant and up to the minute work of the IMP group and their research colleagues. The third edition has been extensively revised and includes many new readings. All have been chosen for their clarity and insight into the complex world of the business marketer and the purchaser. Understanding Business Marketing and Purchasing provides insights into the interactions between the business buyers and sellers and the relationships in which they take place. The book also sheds light on how business relationships form part of wider networks and provides understanding of the issues facing managers in these complex networks. The collection takes an international approach to understanding business markets and draws on the work of leading authorities from a number of countries. Unrivalled for clarity and comprehensive coverage, Understanding Business Marketing and Purchasing is essential reading for academics, students and practitioners.

用户评价

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这是一本故意让人读不懂的充满哲学意味和艰深词汇的B to B专著= = 不过今儿个为了搞懂Network and business relationships耐着性子真看进去了就发现很强大啊，尤其是Network那部分的case，太TM精准了~

这是一本故意让人读不懂的充满哲学意味和艰深词汇的B to B专著= = 不过今儿个为了搞懂Network and business relationships耐着性子真看进去了就发现很强大啊，尤其是Network那部分的case，太TM精准了~