Enterprise Market Management Understanding Value Creating Value Delivering Value (1st Edition) Contemporary American MBA Classic Textbook Series (Translated Edition)

Author: James C. An (USA)
Publisher:
Publish Date: 2003-01-01
Features: This book reflects the successful practical cases in corporate market management in an era of constant change, supplemented by the author's research on management practices. It integrates traditional thinking with cutting-edge academic concepts to propose an advanced corporate market management approach. Based on value as the foundation, it elaborates on how companies in the corporate market obtain various monetary-measured information for customers, including technical, economic, service, and social welfare aspects. 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 it. Focusing on the corporate market process, it updates and redefines the elements of the 4P method to reflect value-based positioning. It emphasizes cross-border business operations, embedding them into every step of the corporate market process. It highlights 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 in these cases and explanations. This is a highly popular new book suitable for MBA students, graduate students, and upper-level undergraduate students in marketing management courses. It can also serve as a training textbook and reference for business professionals and entrepreneurs. This book is not only suitable for marketing and related professionals but also for corporate management personnel and general readers.