Business Market Management: Understanding, Creating, and Delivering Value

by James C. Anderson, James A. Narus

The resource for understanding the process of creating and delivering value to targeted business markets and customers, this book provides a framework for assessing customer value and processes for translating this knowledge into effective marketing strategies. Detailed descriptions and practical examples are used throughout this book; the authors's extensive management practice and academic research make this an incredibly useful tool. 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 market sensing, understanding firms as customers, crafting market strategy, managing market offerings, business channel management, gaining customers, and sustaining reseller and customer relationships. For marketing directors, marketing managers, employees in marketing departments, customer service representatives, and owners/managers of firms, international or American.

480 pages, Hardcover

First published November 5, 1998

Reviews

[Tiago Lima · Rating 4 out of 5]

If you work in a B2B business, specially if you provide or buy services and projects, this book brings a lot of issues that you should be thinking.

It's not about quick recipes, tips, tricks or techniques, it's about a bunch of considerations and decisions that you must be aware of.

[Filipa Figueira · Rating 5 out of 5]

A great book for those who want to learn about B2B. It is well written and gives a lot of examples about the subjects.