Business Market Management: : Understanding, Creating, and Delivering Value

Abstract

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.