Business Market Management : Understanding, Creating and Delivering Value

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Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. It provides an analytical framework for assessing customer value and a set of processes for translating knowledge of value into actionable marketing strategies and programs. Subject matter and examples draw on the authors' extensive management practice and academic research. The Second Edition makes it easier to teach and use value-based marketing by providing more detailed descriptions and practical examples of customervalue assessment and value proposition design.For Sale in Indian subcontinent onlyFeaturesNEW - Greater discussion of customer value management approach and tools. NEW - Recommendations for crafting persuasive value propositions. NEW - Analysis of the role of brands in business markets. Principles and best practices of business market management viewed from an international—rather than purely American—perspective.ContentsINTRODUCTION AND OVERVIEW.Business Market Management: Guiding Principles. UNDERSTANDING VALUE.Market Sensing: Generating and Using Knowledge about the Marketplace.Understanding Firms as Customers.Crafting Market Strategy. CREATING VALUE.Managing Market Offerings.New Offering Realization.BusinessChannel Management. DELIVERING VALUE.Gaining Customers.Sustaining Reseller Partnerships.Sustaining Customer Relationships.