The Business Marketing Course: Managing in Complex Networks / Edition 1

The Business Marketing Course: Managing in Complex Networks / Edition 1

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The Business Marketing Course: Managing in Complex Networks / Edition 1

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.

About the Author:
David Ford is Professor of Marketing at the University of Bath, UK

About the Author:
Lars-Erik Gadde is Professor of industrial Marketing at the Chalmers University of Technology, Sweden

About the Author:
Hakan Hakansson is Professor of Industrial Marketing at BI, the Nordic School of Management, Norway

About theAuthor:
Ivan Snehota is Professor of Marketing at the University of Lugano, Switzerland

Product Details

ISBN-13: 9780471877226
Publisher: Wiley
Publication date: 04/28/2002
Edition description: Older Edition
Pages: 254
Product dimensions: 7.52(w) x 9.35(h) x 0.56(d)

Table of Contents

Notes on the Authors     xiii
Preface to the Second Edition     xv
The Idea of Business Networks     1
Introduction     1
A network approach to business marketing     2
Some of the things that go wrong in business marketing     2
Understanding business networks     3
The scale of business networks     3
The complexity of business networks     4
A small numbers game     8
Dynamic networks     10
Dynamics of companies     10
The dynamics of relationships     11
Dynamics of networks     13
Conclusions     13
Further reading     14
The Wallace company     14
Questions     15
Analysing Business Networks     17
Aims of this chapter     17
Introduction     17
A range of networks     18
Supplier networks     18
Distribution networks     20
Product development network     22
Analysing a single relationship in a network     27
Activity links     27
Resource ties     29
Actor bonds     30
Characterizing relationships     31
Analysing connected relationships     32
Activity pattern     32
Resource constellation     34
Web of actors     35
Patterns in a network     36
Positions in a network     37
Conclusions     38
Further reading     39
Assignment for chapter 2     39
Customers and Suppliers: Interaction in the Network     41
Aims of this chapter     41
Introduction     41
Similarities and differences between business and consumer purchases     42
Interacting in relationships     45
Are close relationships always a good idea?     48
What and why do companies buy?     49
Problems     49
Products and services     53
Offerings     54
Solutions     56
Customer uncertainties     57
What customer uncertainties mean for marketing management     59
Supplier abilities     59
Strategic choice in abilities     60
Problems and uncertainties for the supplier     63
What its own uncertainties mean for suppliers     64
Interchangeable abilities      65
Conclusions     66
Further reading     67
Assignment for chapter 3     67
Technology, Business Networks and Business Marketing     71
Aims of this chapter     71
Introduction     71
The idea of technology     72
Technology and the company     76
Technology decisions for the company     77
Acquiring technology     78
Exploiting technology     80
Managing technology     81
Examining the technologies of a company     82
Types of technology     82
Basic, distinctive and external technologies     85
Technology, offerings and life-cycles     88
Technology in supplier and customer     90
Involving customers in technological development     90
Differences in understanding of technology between customer and supplier     92
Technology in the network     93
Stability and change in technology     93
Adapting to the network     94
Conclusions     36
Further reading     97
Assignment for chapter 4     97
New technology at Wallace     97
Questions      98
Understanding Customers     99
Aims of this chapter     99
Introduction: the importance of purchasing and suppliers     99
The dimensions of supply     101
The customer's problems     102
Rationalization     102
Development     103
Who is involved in purchasing?     104
How companies buy     106
Solutions from existing relationships - Buy-cycle 1     107
Searching outside existing relationships - Buy-cycle 2     109
Information exchange in business transactions     110
Resources for purchasing     111
Uncertainties     111
Organizational structure     112
Supplier portfolio     114
Network position     115
Strategic choices in purchasing     116
Determining the level of involvement with suppliers     116
Configuration of the supply base     118
The scope of supply     120
Conclusions     121
Further reading     122
Case for discussion     122
United Steel's new offering     122
Questions for discussion     123
Managing Relationships with Customers      125
Aims of this chapter     125
Introduction     125
Analysing customers     126
Researching customers     127
Understanding yourself     131
Managing a single relationship     131
Managing learning and teaching with the customer     134
Managing distance between the companies     135
Investing in the relationship between the companies     136
Making and controlling adaptations in the relationship     136
Developing and demonstrating commitment and trust between customer and supplier     138
Managing interdependence and power in a relationship     139
Managing conflict in a relationship     140
Managing interaction and communication     141
Auditing a business relationship     144
Managing a portfolio of customer relationships     147
Categorizing the companies in a customer portfolio     148
Relationships in the network     151
Conclusions     153
Further reading     154
Assignment for chapter 6     155
Customer problems and relationships at Airslash     155
Designing Offerings: Developing the Promise     159
Aims of this chapter      159
Introduction: the bases of suppliers' offerings     159
Customers' problems and uncertainties     160
Supplier's problem-solving ability     161
Customers' demand and transfer abilities     162
Developing offerings between customer and supplier     163
The elements of a supplier's offerings     164
Inter-relationships between the elements of offerings     168
What offering focus should we have?     170
Developing the elements of offerings     173
Designing a single offering     176
Adapting offerings     177
Adaptations in relationships     179
Adaptations in different buy-cycles     179
Quality of offerings     180
Specifications     180
Conclusions     181
Further reading     181
Assignment for chapter 7     182
Offerings at Airslash     182
Implementing the Offering: Fulfilling the Promise     183
Aims of this chapter     183
Introduction: transfer ability and implementation     183
Major implementation issues for the business marketer     185
Managing implementation     187
Implementation processes for products      187
Implementation processes for service     190
Implementation processes for delivery     194
Implementation in relationships     198
Coordinating implementation in the supplier     200
Coordinating with external partners     201
Implementation in and through networks     204
Conclusions     206
Further reading     207
Assignment for chapter 8     208
Implementation at Airslash     208
Costs, Price and Value     209
Aims of this chapter     209
Introduction     209
Pricing issues for the business marketer     210
Costs     211
Indirect costs     211
Recovering costs in relationships     212
Direct costs     213
Assessing costs     213
Price and customer problems     215
Price and customer uncertainties     216
Transaction uncertainty     216
Need and market uncertainty     217
High- and low-involvement relationships and pricing     219
Price and value     220
Sources of relationship value     220
Price and relationships     221
Pricing for transactions     221
Pricing in a relationship     222
Price and the relationship portfolio     224
Price and the network     224
Costs, price and the offering     226
Variations and tradeoffs in offerings     226
Pricing and competitive offerings     228
Controlling the price of an offering     230
Pricing a new offering     231
Re-pricing existing offerings     232
Price and the quality of an offering     232
Conclusions     233
Further reading     234
Assignment for chapter 9     235
Price decisions at Wallace     235
Question     235
Developing Marketing Strategy     237
Aims of this chapter     237
A framework for strategy management     237
The concept of strategy     237
The content of strategy and strategy options     238
The strategy development process     241
Strategy in business networks     243
The offering - the "What" of strategy     244
Customer base - the "Who" of strategy     247
Technical and organizational solutions - the "How" of strategy     252
Strategy development in business networks     253
Management's role in strategy development     258
Final considerations: strategy content and process     260
Further reading     261
Assignment for chapter 10     261
Marketing strategy at Airslash     261
Index     263

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