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本书在理解、创造和传递价值的框架下,详细讨论了组织市场的每一个重要过程,比如制定营销战略、管理营销组合以及保持顾客关系等。本书的四大指导原则是:以价值为基石,集中于组织市场过程,强调跨国境的交易,强调工作关系和商业网络。本书的目的是为组织营销和组织市场提供最先进的管理方法。无论是经验有限的学生还是老练的经理人,都会发现本书是有价值的资源,包含着能够激发和提升他们思维的概念、框架和最佳实践。
Preface
Acknowledgments
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
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
Summary
SECTION Ⅱ:UNDERSTANDING VALUE
CHAPTER 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 VALUE
SECTION Ⅳ:DELIVERING VALUE

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