Organizational Market Management: Understanding, Creating, and Delivering Value (2nd Edition)

Author: Anderson
Publisher:
Publish Date: 2006-01-01
Features: This book discusses every important process in organizational markets, such as developing marketing strategies, managing the marketing mix, and maintaining customer relationships, within the framework of understanding, creating, and delivering value. The four guiding principles of this book are: value-based foundation, focus on organizational market processes, emphasis on cross-border transactions, and emphasis on work relationships and business networks. The purpose of this book is to provide advanced management methods for organizational marketing and organizational markets. Whether you are a student with limited experience or an experienced manager, you will find this book to be a valuable resource, containing concepts, frameworks, and best practices that can inspire and enhance your thinking.