Business marketing: Managing value creation

Daniel Kindström, Christian Kowalkowski, Anders Parment

Research output: Book/ReportBookScientificpeer-review

Abstract

Business Marketing delivers comprehensive coverage of the theory and practice needed to understand today’s fast-paced B2B markets and how to act on them. Being able to navigate on contemporary markets and include marketing in firm strategy is becoming a key capability for successful firms.

The book reflects the latest trends and issues and incorporates recent research insights on how to manage value creation and build competitive advantage. Key concepts, such as value propositions and customer relationships, are discussed and explored as well as illustrated through a rich set of examples from various industries.

Business Marketing provides an excellent guide to B2B marketing for students and practitioners alike.
Original languageEnglish
Place of PublicationLund
PublisherStudentlitteratur
Number of pages248
ISBN (Print)9789144141633
Publication statusPublished - 2021
MoE publication typeC1 Scientific book

Keywords

  • 512 Business and Management

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