Business market management : understanding, creating, and delivering value /

Anderson, James C. 1953-

Business market management : understanding, creating, and delivering value / James C. Anderson, James A. Narus, Das Narayandas. - 3rd ed. - UP. : Pearson, 2011c . - xxv, 470 p. : ill. ; 25 cm.

Includes bibliographical references and index.

Business market management: guiding principles --
Market sensing: generating and using knowledge about the marketplace --
Understanding firms as customers --
Crafting market strategy --
Managing market offerings --
New offering realization --
Business channel management --
Gaining customers --
Sustaining reseller partnerships --
Sustaining customer relationships.

9788131731635

2008012486


Industrial marketing.

HF5415.1263 / .A53 2009

658.8 / AND-B 2011 11129