Organizational Market Management (Understanding, Creating, and Delivering Value - Second Edition)

Author: Anderson (Anderson, J.C.) et al.
Publisher:
Publish Date: 2006-01-01
Features: Under the framework of understanding, creating, and delivering value, this book provides a detailed discussion of every important process in organizational markets, such as developing marketing strategies, managing the marketing mix, and maintaining customer relationships. 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.