Business market management (B2B): understanding, creating, and delivering value, 3rd edition

Abstract

Anderson builds the book around a framework of understanding, creating and delivering value. The third edition of this text retains the framework for understanding, delivering and creating value that was established in the first edition, giving the readers a framework for understanding the topic.

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.