Inter-organizational marketing

Author: Wright
Translator: Hu Zuo Hao, Yang Zhi Lin, et al. / Country: Mainland China
Publisher:
Publishing Date: 2006-06-01
Features: Interfirm Marketing is a new and rapidly developing sub-discipline within marketing studies. This book is a representative and widely applied textbook in the field. It is highly suitable as a teaching material for undergraduate and MBA courses on "Interfirm Marketing," as well as a reference and tool for corporate practitioners. The book has two major features: , systematic and comprehensive, yet easy to understand. The book comprehensively and systematically presents the theories, methods, and analytical frameworks of interfirm marketing, integrating the latest ideas and concepts in the field. At the same time, the authors use numerous cases to explain and illustrate the theories and perspectives of interfirm marketing in an easy-to-understand manner, allowing readers to grasp the essence and core of interfirm marketing. The second feature is its global analytical perspective. As the authors point out, past books on interfirm marketing were primarily written by American scholars, focusing on interfirm marketing activities in the United States. This book breaks through such limitations in its writing, discussing interfirm marketing issues from a global analytical perspective, thereby offering broader reference value. The book is accompanied by an extremely rich online teaching resource. Students and teachers can access it at http://www.booksites.net/wright.