組織市場管理：理解、創(chuàng)造和傳遞價值

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