Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. Relying upon empirical assessment of value in the marketplace, it provides a means of gaining an equitable return on value delivered and enhancing a supplier firm's present and future profitability. This book reflects the principles and practices of the discipline, and—by presenting and conducting management practice research—strives to advance the field. It brings together venerable past thinking and leading-edge thinking to provide a progressive approach to managing business markets.
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