• James Cook

This work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the World Wide Web) will destroy the integrity of the work and is not permitted. The work and materials from this site should never be made available to students except by instructors using the accompanying text in their classes. All recipients of this work are expected to abide by these restrictions and to honor the intended pedagogical purposes and the needs of other instructors who rely on these materials. Features For Business-to-business marketing courses.Anderson builds the book around a framework of understanding, creating, and delivering value.Business Process FrameworkThe third edition of this text retains the framework for understanding, delivering, and creating value that was established in the first edition, giving the readers a framework for understanding the topic.

Chapters are devoted to each of the business market processes, such as:. Crafting Marketing Strategy. Managing Market Offerings. Managing Customers4 Guiding PrinciplesThe same four guiding principles of business market management still recur throughout the third edition, providing practical knowledge for the reader to use on the job. New to this edition This edition reflects changes in business markets.NEW! Title ChangeThe title of this book has changed from Business Marketing to Business Market Management, to reflect the authors recognition that marketing work processes, such as segmentation, targeting and positioning, increasingly take place within business market processes such as crafting market strategy and managing market offerings.NEW!

Customer Value RecognitionValue proposition has recently become one of the most widely-used terms in business marketing, yet our management practice research revealed that there is little specificity or agreement as to what constitutes a value proposition or what makes one persuasive. This edition provides a detailed discussion of this topic in relation to business markets.NEW! Gaining BusinessThe title of Chapter 8 has changed from “Gaining Customers” to “Gaining New Business” to reflect the new concepts that we have incorporated in this edition. This is more inclusive, helping readers think about gaining new business from existing customers rather than just gaining new customers.

Anderson is the William L. Ford Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management at the Kellogg School of Management, Northwestern University. Professor Anderson joined the faculty of the Kellogg School in 1984 as an assistant professor of marketing. In 1987, he was named the first to hold the Kellogg School's newly-endowed William L. Ford Distinguished Chair in Marketing and Wholesale Distribution.Professor Anderson teaches the graduate-level course in business marketing. He is the program director of the Business Marketing Strategy executive program and teaches in a number of executive development programs at the Kellogg School.

He has consulted and provided seminars for a number of companies in North America, South America, Europe, Asia, and Australia, such as American Express, bioMerieux, ExxonMobil, GE, Holcim, International Paper, C. Kelco, Orkla, PPG Industries, and Tetra Pak.

He is Principal of James C. Anderson LLC, an international management consulting firm focusing on implementing customer value management at client firms.Professor Anderson's research interests are in constructing persuasive value propositions in business markets, and measurement approaches for demonstrating and documenting the value of market offerings. He has written more than 50 journal articles, including six published in Harvard Business Review. His management practice book, Value Merchants: Demonstrating and Documenting Superior Value in Business Markets, was published in November, 2007 by Harvard Business School Press.

James Cook

He also has co-authored the book, Business Market Management: Understanding, Creating and Delivering Value, which was published in its third edition in June, 2008 by Pearson Prentice Hall. He is a member of the editorial boards of the Journal of Business-to-Business Marketing and Journal of Strategic Marketing, and has served on the editorial boards of the Journal of Applied Psychology and Journal of Marketing Research. He is a Fellow of the American Psychological Association.Professor Anderson is the Irwin Gross Distinguished ISBM Research Fellow at the Institute for the Study of Business Markets and is a member of its advisory board. He has been a visiting research professor at the School of Business, Public Administration, and Technology, University of Twente, The Netherlands; Eindhoven University of Technology, the Netherlands; and Uppsala University and Stockholm School of Economics, Sweden. He also has been vice president of the business marketing division of the American Marketing Association (AMA) and a member of the board of directors of the AMA.Professor Anderson came to Kellogg after three years as a member of the marketing faculty of the University of Texas at Austin. Prior to that, from 1978 to 1981, he worked as a senior research psychologist in the corporate marketing research division of E.I.

DuPont de Nemours and Company, Inc. He earned his Ph.D. In Psychology from Michigan State University in 1978. Ford Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management, Kellogg School of Management, Northwestern University, 1990-present. William L.