Anderson: Business Market Managem_c3
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Book Overview
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... This description may be from another edition of this product.
Format:Hardcover
Language:English
ISBN:0136000886
ISBN13:9780136000884
Release Date:June 2008
Publisher:Pearson
Length:470 Pages
Weight:1.80 lbs.
Dimensions:0.9" x 7.3" x 9.2"
Customer Reviews
4 ratings
Building Value-Based Sales Tools
Published by Thriftbooks.com User , 24 years ago
One of the most important take-a-ways from this book is the idea of coupling consultative selling techniques with a value model...to re-position your firm and its product offering. Its a must read for manufacturers who are perceived to be producing commodity products.
An Outstanding approach to marketing based on value...
Published by Thriftbooks.com User , 25 years ago
You know a book is having an extradinary effect when you see managers walking the halls with it -- postits coming out of every corner -- saying things like "This is my Bible..." Based on a significant amount of field research, this book has got real insighnts you can use in getting down to what customers really, really value -- and will pay for. A new "must read" for everyone in Business-to-Business Marketing
Outstanding -- Packed with insight on understanding value
Published by Thriftbooks.com User , 25 years ago
In the business of business-to-business marketing, getting to the real value of your offerings, and designing offerings of real value, can be the key to siginifcant profitability vs. going along for a "commodity price" ride. Anderson and Narus have obviously done lots of field work in the real world of the business-to-business marketplace to pull actionable ideas together for those in the practice. A "must-read" for anyone in business-to -business -- outstanding.
A complete cohesive view of b-to-b marketing management
Published by Thriftbooks.com User , 26 years ago
Business marketing is not my strong suit, but this book really brought some things together for me. It's readable, focused, and definitely gives you a hook to hang things on--one way to view the world of busines-to-business marketing that makes sense. I teach electronic marketing, and have more familiarity with the consumer side. After reading this book, I felt a much better grounding of essential b-to-b concepts like the value chain. I strongly recommend this book.
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