Business Market Management:Understanding, Creating, and Delivering Value: International Edition - Softcover
Inhaltsangabe
For Business-to-business marketing courses.
Anderson builds the book around a framework of understanding, creating, and delivering value.
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Reseña del editor
Written for undergraduate and MBA courses in business-to-business marketing or industrial marketing, this text explores the process of understanding, creating and delivering value to targeted business markets and customers. It provides an analytical framework for determining value.
Reseña del editor
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.
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