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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.Reseña del editor:
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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Descripción Pearson Academic. Paperback. Condición: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Nº de ref. del artículo: G0132089963I3N00
Descripción Pearson Education, Limited, 2008. Condición: Good. 3rd International edition. Ships from the UK. Former Library book. Shows some signs of wear, and may have some markings on the inside. Nº de ref. del artículo: GRP96917736