Business market management (B2B): understanding, creating and delivering value

By:

Anderson, James C

Contributor(s):

Material type: Text

TextPublication details: Pearson India Education Services Pvt. Ltd. New Delhi 2022Edition: 3rdDescription: xxii, 470 pISBN:

9788131731635

Subject(s):

Business marketing

DDC classification:

658.8 AND

Summary: 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.

List(s) this item appears in: Marketing

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 AND (Browse shelf(Opens below))	1	Available		002300

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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.

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