Business market management :

Anderson, James C., 1953-

Business market management : understanding, creating, and delivering value / James C. Anderson, James A. Narus, Das Narayandas. - 3rd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. - xxv, 470 p. : col. ill. ; 25 cm.

Includes bibliographical references and index.

BUSINESS MARKET MANAGEMENT: GUIDING PRINCIPLES -- MARKET SENSING: GENERATING AND USING KNOWLEDGE ABOUT THE MARKET -- UNDERSTANDING FIRMS AS CUSTOMERS -- CRAFTING MARKET STRATEGY -- MANAGING MARKET OFFERINGS -- NEW OFFERING REALIZATION -- BUSINESS CHANNEL MANAGEMENT -- GAINING NEW BUSINESS -- SUSTAINING RESELLER PARTNERSHIPS -- MANAGING CUSTOMERS.

For Business-to-business marketing courses. Anderson builds the book around a framework of understanding, creating, and delivering value.

0132089963 9780132089968

2008012486


Intro to Entrepreneurship & Small Business Management


Industrial marketing.

658.8