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Business Market Management: Understanding, Creating and Delivering Value

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 determining value. This framework rests on extensive management practice and academic research. The Second Edition makes it easier to use this approach by spending more time on how to do it: how to bring out value propositions. — NEW — Increased coverage of the process for actually putting together value propositions. — Helps students put the value model to work. — NEW — Extensive coverage of how the Internet has changed business-to-business marketing. — Provides fully-developed coverage of such things as e: — procurement, Internet auctions, and the extensive use of extranets. — NEW — Analysis of brands and business markets. — Shows students how brands differ from value, in that brands are more of a promise of performance. — Principles and best practices of business market management viewed from an international-rather than purely American-perspective

  • Format
  • hardcover
  • Pages
  • 460
  • Language
  • english
  • ISBN
  • 9780130451873
  • Release date
  • 2003