Business market management : understanding, creating, and delivering value
著者
書誌事項
Business market management : understanding, creating, and delivering value
Pearson Prentice Hall, c2004
2nd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
For undergraduate and MBA courses in business-to-business marketing or industrial marketing.
Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. It provides an analytical framework for assessing customer value and a set of processes for translating knowledge of value into actionable marketing strategies and programs. Subject matter and examples draw on the authors' extensive management practice and academic research. The Second Edition makes it easier to teach and use value-based marketing by providing more detailed descriptions and practical examples of customer value assessment and value proposition design.
目次
I. INTRODUCTION AND OVERVIEW.
1. Business Market Management: Guiding Principles.
II. UNDERSTANDING VALUE.
2. Market Sensing: Generating and Using Knowledge about the Marketplace.
3. Understanding Firms as Customers.
4. Crafting Market Strategy.
III. CREATING VALUE.
5. Managing Market Offerings.
6. New Offering Realization.
7. Business Channel Management.
IV. DELIVERING VALUE.
8. Gaining Customers.
9. Sustaining Reseller Partnerships.
10. Sustaining Customer Relationships.
Index.
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