Business Market Management
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Business Market Management

Av: James C. Anderson, James A. Narus, Das Narayandas

ISBN: 9780136000884

Anderson builds the book around a framework of understanding, creating, and delivering value. \\nViewed 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. \\nFor marketing directors, marketing managers, employees in marketing departments, customer service representatives, and owners/managers of firms, international or American. \\n

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