商业营销教程：复杂网络的管理 The Business Marketing Course : Managing in Complex Networks, 2nd edition
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作者： David Ford等著
出 版 社： Oversea Publishing House
出版时间： 2006-10-1字数：版次： 1页数： 271印刷时间： 2006/10/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470034507包装： 平装内容简介
The Business Marketing Course is an important and insightful book that brings together the main theories and contributions of the Industrial Marketing and Purchasing Group in a student-friendly form. The book provides complete coverage of the role of business relationships and networks in domestic and international business - a topic that is now gaining widespread attention among researchers and practitioners and is a vital part of student learning.
—Professor Ian F. Wilkinson, School of Marketing, University of New South Wales, Australia
The second edition of this fine book offers another step forward in terms of structure, coverage and significance. The thoughtful use of figures, tables, boxes and assignments provides further clarity for students.
—Professor Luis Araujo, Department of Marketing, Lancaster University, UK
The new edition of this widely used business marketing text has been completely revised and rewritten. The Business Marketing Course provides a comprehensive insight into business marketing in a compact and accessible format that provides the ideal foundation for courses on business or industrial marketing.
The new edition concentrates on the reality facing business marketers operating in complex and dynamic business networks. The book provides a structured approach to both technology and the development of the marketer’s offerings as well as an expanded guide on how to analyse business networks and customers and how to develop marketing strategy.
The book is essential reading for students who are studying business markets. It is also an excellent guide for all managers who would like a clearer understanding of the complexity of networks in which they operate.
The book is still firmly based on the ideas of the IMP (Industrial Marketing and Purchasing) Group.
It includes a new chapter on how marketers can work effectively with colleagues in other functional areas.
The new edition is presented in a highly readable style with extensive use of examples and illustrations.
Each chapter in the book concludes with a study assignment based on the authors’ own experience of teaching business marketing.
目录
NNOTES ON THE AUTHORS
PREFACE TO THE SECOND EDITION
CHAPTER 1 The Idea of Business Networks
Introduction
A network approach to business marketing
Some of the things that go wrong in business marketing
Understanding business networks
The scale of business networks
The complexity of business networks
A small numbers game
Dynamic networks
Dynamics of companies
The dynamics of relationships
Dynamics of networks
Conclusions :
Further reading
Assignment for chapter 1: the Wallace company Questions
CHAPTER 2 Analysing Business Networks
Aims of this chapter
Introduction
A range of networks
Supplier networks
Distribution networks
Product development network
Analysing a single relationship in a network
Activity links
Resource ties
Actor bonds
Characterizing relationships
Analysing connected relationships
Activity pattern
Resource constellation
Web of actors
Patterns in a network
Positions in a network
Conclusions
Further reading
Assignment for chapter 2
CHAPTER 3 Customers and Suppliers: Interaction in the Network
Aims of this chapter
Introduction
Similarities and differences between business and consumer purchases
Interacting in relationships
Are close relationships always a good idea?
What and why do companies buy?
Problems
Products and services
Offerings
Solutions
Customer uncertainties
What customer uncertainties mean for marketing
management
Supplier abilities
Strategic choice in abilities
Problems and uncertainties for the supplier
What its own uncertainties mean for suppliers...
Interchangeable abilities
Conclusions
Further reading
Assignment for chapter 3
CHAPTER 4 Technology, Business Networks and Business Marketing
Aims of this chapter
Introduction
The idea of technology
Technology and the company
……
Chapter 5.Understanding Customers
Chapter 6.Managing Relationships with Customers
Chapter 7.Designing Offerings: Developing the Promise
Chapter 8.Implementing the Offering: Fulfilling the Promise
Chapter 9.Costs, Price and Value
Chapter 10.Developing Marketing Strategy
Index
