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Business Market Management Understanding, Creating and Delivering Value

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ISBN-10: 0130451878

ISBN-13: 9780130451873

Edition: 2nd 2004 (Revised)

Authors: James C. Anderson, James A. Narus, James C. Anderson

List price: $187.00
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Description:

For undergraduate and MBA courses in business-to-business marketing or industrial marketing. Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. It provides an analytical framework for assessing customer value and a set of processes for translating knowledge of value into actionable marketing strategies and programs. Subject matter and examples draw on the authors' extensive management practice and academic research. The Second Edition makes it easier to teach and use value-based marketing by providing more detailed descriptions and practical examples of customer value assessment and value proposition design.
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Book details

List price: $187.00
Edition: 2nd
Copyright year: 2004
Publisher: Prentice Hall PTR
Publication date: 11/14/2003
Binding: Hardcover
Pages: 480
Size: 7.00" wide x 9.25" long x 1.00" tall
Weight: 1.892
Language: English

Introduction and Overview
Business Market Management: Guiding Principles
Understanding Value
Market Sensing: Generating and Using Knowledge about the Marketplace
Understanding Firms as Customers
Crafting Market Strategy
Creating Value
Managing Market Offerings
New Offering Realization
Business Channel Management
Delivering Value
Gaining Customers
Sustaining Reseller Partnerships
Sustaining Customer Relationships
Index