Business market management

Understanding, creating and delivering value - International edition

James C. Anderson, James A. Narus

480 pages, parution le 11/12/2003 (2^eme édition)

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Résumé

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 determining value. This framework rests on extensive management practice and academic research. The Second Edition makes it easier to use this approach by spending more time on "how to do it:" how to bring out value propositions.

Features

NEW - Increased coverage of the process for actually putting together value propositions. Helps students put the value model to work.
NEW - Extensive coverage of how the Internet has changed business-to-business marketing. Provides fully-developed coverage of such things as e:-procurement, Internet auctions, and the extensive use of extranets.
NEW - Analysis of brands and business markets. Shows students how brands differ from value, in that brands are more of a promise of performance.
Principles and best practices of business market management viewed from an international-rather than purely American-perspective.

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

Caractéristiques techniques

	PAPIER
Éditeur(s)	Pearson
Auteur(s)	James C. Anderson, James A. Narus
Parution	11/12/2003
Édition	2^eme édition
Nb. de pages	480
Format	17,5 x 23,5
Couverture	Broché
Poids	665g
Intérieur	Noir et Blanc
EAN13	9780131230095
ISBN13	978-0-13-123009-5