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| 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 |
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