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Business market management: Understanding, creating & delivering value, (3rd Ed.)

Langue : Anglais

Auteur :

Couverture de l’ouvrage Business market management: Understanding, creating & delivering value,
The third edition of this text retains the framework for understanding, delivering and creating value that was established in the first edition, giving the readers a framework for understanding the topic. Chapters are devoted to each of the business market processes, such as: Crafting Marketing Strategy. Managing Market Offerings. Managing Customers.
Preface

Acknowledgements

About the Authors

SECTION I: INTRODUCTION AND OVERVIEW

CHAPTER 1: BUSINESS MARKET MANAGEMENT: GUIDING PRINCIPLES


OVERVIEW
VALUE AS THE CORNERSTONE OF BUSINESS MARKET MANAGEMENT
What is Value in Business Markets?
Assessing Value in Practice
MANAGING BUSINESS MARKET PROCESSES
Shareholder Value, Business Processes, and Marketing
Core Business Processes
Contributions of Marketing
Business Market Management and Business Marketing
Business market processes
Business marketing
DOING BUSINESS ACROSS BORDERS
Language and Culture
Cross-Border Negotiation and Dispute Resolution
Cross-border negotiations
Cross-border dispute resolution
Currency Exchange and Payment Risk
WORKING RELATIONSHIPS AND BUSINESS NETWORKS
Work Teams
Working Relationships
Collaborative relationship agreements
Collaborative relationship development
Business Networks
Business network characteristics
Analyzing business networks
SUMMARY


SECTION II: UNDERSTANDING VALUE

CHAPTER 2: MARKET SENSING: GENERATING AND USING KNOWLEDGE ABOUT THE MARKET


OVERVIEW
DEFINING THE MARKET
Market Segmentation
Conventional bases of segmentation
Progressive bases of segmentation
Determining Market Segments of Interest
Market segment size and growth
Sales and profit potential.
MONITORING COMPETITION
A Framework for Competitor Analysis
Future goals
Assumptions
Current strategy
Capabilities
Improving Monitoring Performance
Competitor intelligence systems
Seek disconfirming as well as confirming evidence
ASSESSING VALUE
Value Assessment Methods
Internal engineering assessment
Field value-in-use assessment
Indirect survey questions
Focus group value assessment
Direct survey questions
Conjoint analysis
Benchmarks
Compositional approach
Importance ratings
Customer Value Management
Translating business issues into projects
Customer value workshop
Customer value research
Constructing a business case for change
Value realization

GAINING CUSTOMER FEEDBACK
Customer Satisfaction Measurement
American Customer Satisfaction Index (ACSI)
What customer satisfaction results mean
Customer Value Analysis
Net Promoter Score
SUMMARY

CHAPTER 3: UNDERSTANDING FIRMS AS CUSTOMERS

OVERVIEW
UNDERSTANDING PURCHASING ORIENTATION
The Buying Orientation
Obtaining the best deal
Maximizing power over suppliers
Avoiding...

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