Business market management (B2B): understanding, creating and delivering value
Anderson, James C.
Business market management (B2B): understanding, creating and delivering value - 3rd - New Delhi Pearson India Education Services Pvt. Ltd. 2022 - xxii, 470 p.
Preface
SECTION I: INTRODUCTION AND OVERVIEW
Business Market Management: Guiding Principles
SECTION II: UNDERSTANDING VALUE
Market Sensing: Generating And Using Knowledge About The Market
Understanding Firms As Customers
Crafting Market Strategy
SECTION III: CREATING VALUE
Managing Market Offerings
New Offering Realization
Business Channel Management
SECTION IV: DELIVERING VALUE
Gaining New Business
Sustaining Reseller Partnerships
Managing Customers
Anderson builds the book around a framework of understanding, creating, and delivering value.
The third edition of this text retains the framework for understanding, delivering, and creating value that was established in the first edition, giving the readers a framework for understanding the topic.
Viewed from an international perspective—rather than a purely American one—Business Market Management draws upon best business practices, allowing readers to understand cultural and regional differences. Topics include: market sensing, understanding firms as customers, crafting market strategy, managing market offerings, business channel management, gaining customers, and sustaining reseller and customer relationships.
9788131731635
Business marketing
658.8 / AND
Business market management (B2B): understanding, creating and delivering value - 3rd - New Delhi Pearson India Education Services Pvt. Ltd. 2022 - xxii, 470 p.
Preface
SECTION I: INTRODUCTION AND OVERVIEW
Business Market Management: Guiding Principles
SECTION II: UNDERSTANDING VALUE
Market Sensing: Generating And Using Knowledge About The Market
Understanding Firms As Customers
Crafting Market Strategy
SECTION III: CREATING VALUE
Managing Market Offerings
New Offering Realization
Business Channel Management
SECTION IV: DELIVERING VALUE
Gaining New Business
Sustaining Reseller Partnerships
Managing Customers
Anderson builds the book around a framework of understanding, creating, and delivering value.
The third edition of this text retains the framework for understanding, delivering, and creating value that was established in the first edition, giving the readers a framework for understanding the topic.
Viewed from an international perspective—rather than a purely American one—Business Market Management draws upon best business practices, allowing readers to understand cultural and regional differences. Topics include: market sensing, understanding firms as customers, crafting market strategy, managing market offerings, business channel management, gaining customers, and sustaining reseller and customer relationships.
9788131731635
Business marketing
658.8 / AND