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 include: 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.

Business Market Management: Understanding, Creating, and Delivering Value

Business & Money

Anderson, James C.

Narus, James A.

Management & Leadership

Pearson College Div

Anderson builds the book around a framework of understanding, creating, and delivering value.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.For marketing directors, marketing managers, employees in marketing departments, customer service representatives, and owners/managers of firms, international or American.

Business Market Management: Understanding, Creating, and Delivering Value (3rd Edition)

NARAYANDAS, DAS

Marketing & Sales

Pearson

Do your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? If so, you may be leaving big money on the table. Consider the integrated-circuit supplier representative who lost $500,000 of potential profit on a single transaction, just to win” a deal that he would have closed anyway at the higher price. Do not make price concessions. Become a value merchant instead. In this authoritative book, James Anderson, Nirmalya Kumar, and James Narus explain how companies in business markets can use customer value management techniques to estimate the value of your market offerings, create value propositions that resonate with your customers, and maximize the return you will get on the superior value that you deliver. Drawing on extensive research and detailed case studies of companies like Sonoco, Tata Steel, and Quaker Chemical, Value Merchants will change the mindset and behavior of your executives, sales management, representatives, and marketersas well as your customers.

Value Merchants: Demonstrating and Documenting Superior Value in Business Markets

Kumar, Nirmalya

Harvard Business Review Press

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