Business market management (B2B)
Material type: TextLanguage: English Publication details: Pearson Education, 2012Edition: 3a edDescription: 470 p. ; 24 cm.ISBN:- 9788131731635
Item type | Current library | Call number | Status | Date due | Barcode |
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Recommended bibliography book | TBS Barcelona | HF5415.1263 AND (Browse shelf(Opens below)) | Checked out | 28/04/2024 | B03889 |
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.