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| 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 |
| James C.Andersom是西北大学凯洛克商学院营销学和批发渠道的William L.Ford优秀教授，行为科学教授。他教授组织市场专业的研究生课程。Anderson教授的研究兴趣有：构造组织市场独特的价值定位，演示和证明市场组合价值的测方法，组织市场企业间的关系等。他发表了三十多篇论文，有一部分发表在Harvard Business Review上。
James A.Narus是Wake Forest大学（Charlotte，北卡罗纳州）Babcok商学院的营销学教授。Narus教授的教学、研究和咨询兴趣包括以价值为基础的营销，营销组合的管理，分销渠道设计和管理，组织市场的合作关系与网络。Narus和Babcock教授B2B营销和营销管理方面的课程。在组织市场管理方面，Narus教授发表了大量的论文和研究报告。这些论文发表在Harvard Business Review,Sloan Management Review,California Management Review等上面。 |
| 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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