Business Market Management [antikvár]

Preface The state-of-knowledge and state-of-best-practice in business markets have advanced considerably since the publication of our first edition. The second edition of Business Market Management interprets and integrates these advances within the framework that our first edition established. It also strongly reflects the changes in our views of business markets and what firms need to do to prosper. Two significant developments in the second edition are especially noteworthy. We now provide detailed discussion of customer value management as a progressive, practical approach to delivering superior value to targeted market segments and customer firms, and getting 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 marketing offerings deliver. In our second edition, we relate the best practices of these leading suppliers. Complementing this discussion, we describe in detail an approach to customer value management and building customer value models that we have developed and refined while working with numerous firms in diverse industries over the past several years. Brands and brand building are concepts that are of growing interest in business markets. Establishing and building their brands are goals that managers in business markets increasingly seek to accomplish. They believe that by adapting the concepts and practices of their counterparts in consumer markets to the business-to-business setting, they can build brand equity and benefit from it. In our second edition, we provide extended consideration of brands in business markets. New sections are devoted to 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. Each of these sections is reinforced and enlivened with best practice company examples. Our second edition retains the framework for understanding, creating, and delivering value established in our first edition. Chapters are devoted to each of the business market processes in this framework, such as Crafting Market Strategy, Managing Market Offerings, and Sustaining Customer Relationships. The same four guiding principles of business market management still recur throughout the second edition: • Regard Value as the Cornerstone • Focus on Business Market Processes • Stress Doing Business Across Borders • Accentuate Working Relationships and Business Networks xiii