Book | 2008

Business Market Management: Understanding, Creating, and Delivering Value

by James C. Anderson, James A. Narus and Das Narayandas

Abstract

For business-to-business marketing courses. The authors build the book around a framework of understanding, creating, and delivering value.

Keywords: Customer Relationship Management; Customer Value and Value Chain; Cross-Cultural and Cross-Border Issues; Marketing; Marketing Strategy; Business Processes; Value;

Citation:

Anderson, James C., James A. Narus, and Das Narayandas. Business Market Management: Understanding, Creating, and Delivering Value. 3rd ed. Pearson Prentice Hall, 2008.