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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.
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The Business Marketing Course, Lars-Erik Gadde, Ivan Snehota, Hakan Hakansson, David F. Ford
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- Année de publication
- 2006
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