组织市场管理

PrefaceAcknowledgmentsAbout the AuthorsSECTION Ⅰ :INTRODUCTION AND OVERVIEWCHAPTER 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 Shareholdr Valve,Business Processes,and Marketing Core business processes Contributions of mardeting Business mardet processes Business marketing

PrefaceAcknowledgmentsAbout the AuthorsSECTION Ⅰ :INTRODUCTION AND OVERVIEWCHAPTER 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 Shareholdr Valve,Business Processes,and Marketing Core business processes Contributions of mardeting Business mardet processes Business marketing Doing Business Across Borders Language and Culture Cross-border negotiations Cross-border dispute resoolution Currency Exchange and Payment Risk Working Relationships and Business Networks Work Teams Working Relationships Collaborative relationshi agereements Collaborative relationship development Business Networks Business network characteristics Analyzing business networks SummarySECTION Ⅱ:UNDERSTANDING VALUECHAPTER 2 Market Sensing:Generating and Using Knowledge About the Market Overiew Defining the Market Market Segmentation Conventional basses of segmentation Progressive bases of segmentation Determining Market Segments of Interest Market segment size and growth Sales and profit potential ……SECTION Ⅲ：CREATING VALUESECTION Ⅳ：DELIVERING VALUE

如何你想理解并管理组织市场，没有比Anderson和Narus更好的资源了。他们的亲身经验和洞察力创造了本书的“黄金标准”。新版增加了令人着魔的关于顾客价值管理和品牌在组织市场中的作用的资料。 ——菲利普·科特勒