Publications
Publications
- 2008
Business Market Management: Understanding, Creating, and Delivering Value
By: James C. Anderson, James A. Narus and Das Narayandas
Abstract
For business-to-business marketing courses. The authors build the book around a framework of understanding, creating, and delivering value.
Keywords
Customer Relationship Management; Customer Value and Value Chain; Cross-Cultural and Cross-Border Issues; Marketing; Marketing Strategy; Business Processes; Value
Citation
Anderson, James C., James A. Narus, and Das Narayandas. Business Market Management: Understanding, Creating, and Delivering Value. 3rd ed. Pearson Prentice Hall, 2008.