Value merchants: Demonstrating and documenting superior value in business markets

Author

James ANDERSON
Nirmalya KUMAR, Singapore Management UniversityFollow
James A. NARUS

Publication Type

Book

Publication Date

1-2007

Abstract

Business-to-business markets account for a huge proportion of the total GNP in the United States. This book presents an approach that allows suppliers to demonstrate and document superior value compared to the next best alternative from the customer's perspective, thereby elevating the sales force's role to an advisory position.

Keywords

Marketing, value added, salespeople

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

First Page

1

Last Page

219

ISBN

9781422103357

Publisher

Harvard Business School Press

City or Country

Boston, MA

Citation

ANDERSON, James; KUMAR, Nirmalya; and NARUS, James A.. Value merchants: Demonstrating and documenting superior value in business markets. (2007). 1-219.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5246

Comments

Translated into Traditional Chinese, Simplified Chinese, Polish, Russian and Spanish

Additional URL

https://worldcat.org/isbn/9781422103357