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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