Business Market Management: Understanding, Creating, and Delivering Value

James C. Anderson, James A. Narus

ISBN 10: 0130451878 / ISBN 13: 9780130451873

Editore: Pearson, 2004

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Gebundene Ausgabe Sehr guter Zustand, ohne Namenseintrag Zustand: 2, Sehr gut - gebraucht, Gebundene Ausgabe Pearson 2nd ed, 2004 , Business Market Management: Understanding, Creating, and Delivering Value, James C. Anderson, James A. Narus, 0130451878, BU378478.

Codice articolo BU378478

Dati bibliografici

• Titolo: Business Market Management: Understanding, Creating, and Delivering Value
• Editore: Pearson
• Data di pubblicazione: 2004
• Lingua: Inglese
• ISBN 10: 0130451878
• ISBN 13: 9780130451873
• Rilegatura: Rilegato
• Edizione: 2nd ed.
• Condizione: Sehr gut - gebraucht
• Cataloghi dei venditori:
  • Ratgeber

Descrizione articolo

Riassunto

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 assessing customer value and a set of processes for translating knowledge of value into actionable marketing strategies and programs. Subject matter and examples draw on the authors' extensive management practice and academic research. The Second Edition makes it easier to teach and use value-based marketing by providing more detailed descriptions and practical examples of customer value assessment and value proposition design.

Recensione

"If you want to understand and manage business markets, there is no better source than Anderson and Narus. Their first-hand experience and insight have created the gold standard' book. The new edition adds fascinating material on customer value management and the role of branding in business markets." ― Philip Kotler

"The students liked the book very much because it has a good managerial base. Even students who had taken me at the undergraduate Business Marketing class found the material very interesting and very managerially oriented." ― Professor Mary F. Hazeldine, Georgia Southern University