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Business Market Management : Understanding, Creating, and Delivering Value

ISBN: 9780136000884 | 0136000886
Edition: 3rd
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 6/5/2008

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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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