Rethinking marketing

developing a new understanding of markets

This book is the result of a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US. The seminar is part of project funded for 4 - 5 years to discuss the future of marketing. Three basic issues are addressed ...

Managing business relationships

No company can be an island in today's business world. Each one is locked into a complex network of relationships with suppliers, customers and other business partners. To be effective, managers within companies must constantly assess these relationships and the intentions, actions and reactions ...