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The Business Marketing Course: Managing in Complex Networks, 2nd Edition



The Business Marketing Course: Managing in Complex Networks, 2nd Edition

David Ford, Lars-Erik Gadde, Håkan Håkansson, Ivan Snehota

ISBN: 978-0-470-03450-7 October 2006 288 Pages


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 networks in which they operate.

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Notes on the Authors.

Preface to the Second Edition.

Chapter 1. The Idea Of Business Networks.

Chapter 2. Analysing Business Network.

Chapter 3. Customers and Suppliers. 

Chapter 4. Technology, Business Networks and Business Marketing.

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.


  • All chapters are updated
  • Chapters 5 and 7 have been rewritten
  • New examples are included throughout
  • The pedagogical structure will be enhanced by adding a number of case studies and exercises to the end of each chapter
  • It includes a new chapter on how marketers can work effectively with colleagues in other functional areas.  
"…the authors lead us through the subject in a clear and concise way." (Times Higher Education Supplement, 23rd February 2007)
  • Provides the ideal structure for a one semester introduction to business marketing
  • The book is still firmly based on the ideas of the IMP (Industrial Marketing and Purchasing) Group.
  • 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.