Business Market Management: Understanding, Creating, and Delivering Value

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.