Anderson builds the book around a framework of understanding, creating, and delivering value. Viewed from an international perspective-rather than a purely American one-Business Market Management draws upon best business practices, allowing readers to understand cultural and regional differences. Topics include: market sensing, understanding firms as customers, crafting market strategy, managing market offerings, business channel management, gaining customers, and sustaining reseller and customer relationships. For marketing directors, marketing managers, employees in marketing departments, customer service representatives, and owners/managers of firms, international or American.
Table of Contents
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 Cu
