ESCP Europe

Item type

Book

Language

English

Publication year

2009

Edition no.

3rd

ISBN

978-0-13-208996-8

Subjects

"Written for undergraduate and MBA courses in business-to-business marketing or industrial marketing, this text explores the process of understanding, creating and delivering value to targeted business markets and customers. It provides an analytical framework for determining value." - from worldcat.

SECTION I: INTRODUCTION AND OVERVIEW --- Chapter 1: Business market management: guiding principles --- SECTION II: UNDERSTANDING VALUE --- Chapter 2: Market sensing: generating and using knowledge about the market --- Chapter 3. Understanding firms as customers --- Chapter 4: Crafting market strategy --- SECTION III: CREATING VALUE --- Chapter 5: Managing market offerings --- Chapter 6: New offering realization --- Chapter 7: Business channel management --- SECTION IV: DELIVERING VALUE --- Chapter 8: Gaining new business --- Chapter 9: Sustaining reseller partnerships --- Chapter 10: Managing customers..