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Business Market Management (B2B): Understanding, Creating, and Delivering Value, 3/e

Business Market Management (B2B):  Understanding, Creating, and Delivering Value,  3/e

Author(s):
  • James C. Anderson
  • James A. Narus
  • Das Narayandas
  • D.V.R. Seshadri
  • Author: James C. Anderson
    • ISBN:9788131731635
    • 10 Digit ISBN:8131731634
    • Price:Rs. 749.00
    • Pages:496
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    Ratings:

    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.

    Table of Content

    Preface
    SECTION I: INTRODUCTION AND OVERVIEW
    1. Business Market Management: Guiding Principles
    SECTION II: UNDERSTANDING VALUE
    1. Market Sensing: Generating And Using Knowledge About The Market
    2. Understanding Firms As Customers
    3. Crafting Market Strategy
    SECTION III: CREATING VALUE
    1. Managing Market Offerings
    2. New Offering Realization
    3. Business Channel Management
    SECTION IV: DELIVERING VALUE
    1. Gaining New Business
    2. Sustaining Reseller Partnerships
    3. Managing Customers

    Index

    Salient Features

    • Crafting Marketing Strategy
    • Managing Market Offerings
    • Managing Customers
    • Regard Value as the Cornerstone
    • Focus on Business Market Processes
    • Stress Doing Business across Borders
    • Accentuate Working Relationships and Business Networks