Anderson: Business Market Managem_c3

by James C. Anderson, James A. Narus, Anderson James

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0136000886
• ISBN13: 9780136000884
• Release Date: June 2008
• Publisher: Pearson
• Length: 470 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.9" x 7.3" x 9.2"

Customer Reviews

Building Value-Based Sales Tools

One of the most important take-a-ways from this book is the idea of coupling consultative selling techniques with a value model...to re-position your firm and its product offering. Its a must read for manufacturers who are perceived to be producing commodity products.

An Outstanding approach to marketing based on value...

You know a book is having an extradinary effect when you see managers walking the halls with it -- postits coming out of every corner -- saying things like "This is my Bible..." Based on a significant amount of field research, this book has got real insighnts you can use in getting down to what customers really, really value -- and will pay for. A new "must read" for everyone in Business-to-Business Marketing

Outstanding -- Packed with insight on understanding value

In the business of business-to-business marketing, getting to the real value of your offerings, and designing offerings of real value, can be the key to siginifcant profitability vs. going along for a "commodity price" ride. Anderson and Narus have obviously done lots of field work in the real world of the business-to-business marketplace to pull actionable ideas together for those in the practice. A "must-read" for anyone in business-to -business -- outstanding.

A complete cohesive view of b-to-b marketing management

Business marketing is not my strong suit, but this book really brought some things together for me. It's readable, focused, and definitely gives you a hook to hang things on--one way to view the world of busines-to-business marketing that makes sense. I teach electronic marketing, and have more familiarity with the consumer side. After reading this book, I felt a much better grounding of essential b-to-b concepts like the value chain. I strongly recommend this book.