Business Market Management: Understanding, Creating and Delivering Value (2nd Edition) [Hardcover]

James C. Anderson (Author), James A. Narus (Author)

Book Description

Publication Date: November 24, 2003 | ISBN-10: 0130451878 | ISBN-13: 978-0130451873 | Edition: 2

For undergraduate and MBA courses in business-to-business marketing or industrial marketing. Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. It provides an analytical framework for assessing customer value and a set of processes for translating knowledge of value into actionable marketing strategies and programs. Subject matter and examples draw on the authors' extensive management practice and academic research. The Second Edition makes it easier to teach and use value-based marketing by providing more detailed descriptions and practical examples of customer value assessment and value proposition design.

Editorial Reviews

Review

"If you want to understand and manage business markets, there is no better source than Anderson and Narus. Their first-hand experience and insight have created the gold standard' book. The new edition adds fascinating material on customer value management and the role of branding in business markets." — Philip Kotler

"The students liked the book very much because it has a good managerial base. Even students who had taken me at the undergraduate Business Marketing class found the material very interesting and very managerially oriented." — Professor Mary F. Hazeldine, Georgia Southern University

From the Back Cover

Significant developments in the second edition of Business Market Management:

Detailed discussion of customer value management as a progressive, practical approach to deliver superior value to targeted market segments and customer firms and get an equitable return on the value delivered. Customer value management relies on building customer value models to gain an understanding of customer requirements and preferences, and what it is worth in monetary terms to fulfill them. Leading suppliers leverage the knowledge they gain from customer value models to create value-based sales tools that enable them to persuasively demonstrate and document the superior value their market offerings deliver.

Extended consideration of brands in business markets, supported throughout with best-practice company examples. New sections focus on brands as resources, building brands and brand equity in business markets, positioning in business markets and crafting persuasive value propositions, branding market offerings, and global branding.

See all Editorial Reviews

Product Details

• Hardcover: 480 pages
• Publisher: Prentice Hall; 2 edition (November 24, 2003)
• Language: English
• ISBN-10: 0130451878
• ISBN-13: 978-0130451873
• Product Dimensions: 9.3 x 7.2 x 0.9 inches
• Shipping Weight: 1.9 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #491,753 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars An Outstanding approach to marketing based on value..., April 19, 1999

By A Customer

This review is from: Business Market Management: Understanding, Creating and Delivering Value (Hardcover)

You know a book is having an extradinary effect when you see managers walking the halls with it -- postits coming out of every corner -- saying things like "This is my Bible..." Based on a significant amount of field research, this book has got real insighnts you can use in getting down to what customers really, really value -- and will pay for. A new "must read" for everyone in Business-to-Business Marketing

6 of 6 people found the following review helpful:

5.0 out of 5 stars Outstanding -- Packed with insight on understanding value, February 15, 1999

By 

Ralph A. Oliva (University Park, PA USA) - See all my reviews
(REAL NAME)   

This review is from: Business Market Management: Understanding, Creating and Delivering Value (Hardcover)

In the business of business-to-business marketing, getting to the real value of your offerings, and designing offerings of real value, can be the key to siginifcant profitability vs. going along for a "commodity price" ride. Anderson and Narus have obviously done lots of field work in the real world of the business-to-business marketplace to pull actionable ideas together for those in the practice. A "must-read" for anyone in business-to -business -- outstanding.

6 of 6 people found the following review helpful:

5.0 out of 5 stars A complete cohesive view of b-to-b marketing management, January 20, 1999

By 

Edward E. Rigdon (Atlanta, GA USA) - See all my reviews
(REAL NAME)   

This review is from: Business Market Management: Understanding, Creating and Delivering Value (Hardcover)

Business marketing is not my strong suit, but this book really brought some things together for me. It's readable, focused, and definitely gives you a hook to hang things on--one way to view the world of busines-to-business marketing that makes sense. I teach electronic marketing, and have more familiarity with the consumer side. After reading this book, I felt a much better grounding of essential b-to-b concepts like the value chain. I strongly recommend this book.