Business Market Management: Understanding, Creating and Delivering Value / Edition 1

Business Market Management: Understanding, Creating and Delivering Value / Edition 1

by James C. Anderson, James A. Narus
     
 

ISBN-10: 0135226570

ISBN-13: 9780135226575

Pub. Date: 11/05/1998

Publisher: Pearson Education

Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. Relying upon empirical assessment of value in the marketplace, it provides a means of gaining an equitable return on value delivered and enhancing a supplier firm's present and future profitability. This book…  See more details below

Overview

Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. Relying upon empirical assessment of value in the marketplace, it provides a means of gaining an equitable return on value delivered and enhancing a supplier firm's present and future profitability. This book reflects the principles and practices of the discipline, and—by presenting and conducting management practice research—strives to advance the field. It brings together venerable past thinking and leading-edge thinking to provide a progressive approach to managing business markets.

Product Details

ISBN-13:
9780135226575
Publisher:
Pearson Education
Publication date:
11/05/1998
Edition description:
Older Edition
Pages:
430
Product dimensions:
7.21(w) x 9.59(h) x 1.38(d)

Table of Contents

Preface
Acknowledgments
About the Authors
Sect. IIntroduction and Overview1
Ch. 1Business Market Management: Guiding Principles3
Sect. IIUnderstanding Value39
Ch. 2Market Sensing: Generating and Using Knowledge about the Marketplace41
Ch. 3Understanding Firms as Customers83
Ch. 4Crafting Market Strategy122
Sect. IIICreating Value159
Ch. 5Managing Market Offerings161
Ch. 6New Offering Realization200
Ch. 7Business Channel Management250
Sect. IVDelivering Value293
Ch. 8Gaining Customers295
Ch. 9Sustaining Reseller Partnerships335
Ch. 10Sustaining Customer Relationships372
Index415

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