9780136000884

Business Market Management Understanding, Creating, and Delivering Value

  • ISBN 13:

    9780136000884

  • ISBN 10:

    0136000886

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 06/05/2008
  • Publisher: Pearson

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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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