Enterprise Market Management: Understanding Value, Creating Value, Delivering Value

Author: (USA) Anderson
Publisher:
Publish Date: 2003-01-01
Features: This is a highly popular new book suitable for marketing management courses for MBA students, graduate students, and upper-level undergraduates. It can also serve as a training textbook and reference for enterprises and business professionals. The book is not only suitable for marketing and related field professionals but also for corporate management personnel and general readers. The book reflects the most successful practical cases in corporate market management in an ever-changing era, supplemented by the author's research on management practices. It integrates traditional thinking and cutting-edge academic concepts to propose an advanced corporate market management approach. Based on value as the foundation, it explains how companies in the corporate market obtain various monetary-measured information provided to customers in terms of technology, economics, services, and social welfare. It lists the few but growing number of companies in the corporate market that acquire such knowledge and the outstanding achievements they have made based on this knowledge. It focuses on the corporate market process, updating and defining the elements of the 4P method to reflect value-based positioning. It emphasizes cross-border business operations, incorporating them into every step of the corporate market process. It emphasizes work relationships and business networks, explaining how they enable companies to achieve results that cannot be achieved through individual efforts alone. It collects classic practical cases and provides methods for applying models, frameworks, and concepts to practice. This is a highly popular new book suitable for marketing management courses for MBA students, graduate students, and upper-level undergraduates. It can also serve as a training textbook and reference for enterprises and business professionals. The book is not only suitable for marketing and related field professionals but also for corporate management personnel and general readers.