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Value Merchants: Demonstrating and Documenting Superior Value in Business Markets Hardcover – 1 Oct 2007


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Product details

  • Hardcover: 240 pages
  • Publisher: Harvard Business School Press; 1 edition (1 Oct 2007)
  • Language: English
  • ISBN-10: 1422103358
  • ISBN-13: 978-1422103357
  • Product Dimensions: 23.9 x 16.3 x 2.5 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 437,540 in Books (See Top 100 in Books)

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Product Description

About the Author

James C. Anderson is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution at the Kellogg School of Management, Northwestern University. Nirmalya Kumar is Professor of Marketing and Director of the Centre for Marketing of Aditya V. Birla Indian Centre, London Business School. James A. Narus is a Professor of Business Marketing at the Babcock Graduate School of Management, Wake Forest University.

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2 of 2 people found the following review helpful By Robert Morris TOP 500 REVIEWER on 7 Nov 2007
Format: Hardcover
No one will disagree with James Anderson, Nirmalya Kumar, and James Narus that it is important for businesses to deliver "superior value targeted to market segments and customer firms" while getting "an equitable return on the value delivered." Hence the importance of effective customer value management (CVM) that relies on customers' perceptions of value to gain an understanding of what customers' requirements and preferences are. Only then is it possible to determine in economic terms what that means. In this context, I am reminded of Warren Buffett's observation that "price is what you charge and value is what others think it's worth."

The co-authors explain how to:

1. assess customers' perceptions of value
2. conceptualize value
3. formulate an appropriate value proposition
4. substantiate value
5. create "naked solutions" with options
6. sell on value, not price
7. earn an equitable return
8. become a value merchant
9. leverage information from various sources
10. continue to be a value merchant

The CVM program the authors recommend in this volume is comprehensive, cohesive, and cost-effective. It will probably be of greatest value to C-level executives who are convinced that their companies are delivering superior value to their customers but have not convinced them of that. At this point, I presume to share two thoughts of my own, all of which are consistent with what the authors of this book assert. First, whatever an organization's size or nature, its executives must nail the economic essentials by knowing (a) exactly what the organization's operating costs are and (b) what the margin is on each product or service offered. I agree with Jason Jennings: "If it's DOA, bury it.
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1 of 1 people found the following review helpful By rodders on 20 Sep 2011
Format: Hardcover
Some really good ideas but determinedly written in an academic tone. Nevertheless worth persevering with as the topic is important.
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1 of 1 people found the following review helpful By Turnips on 3 Dec 2009
Format: Hardcover
This book is a clear and simple introduction to value propositions. It demonstrates clearly the complexities and shows how to implement a value based approach to marketing. If you have an interest in business development read this book and learn from it.
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Format: Hardcover Verified Purchase
Selling as a business function is undergoing a transformation toward creating quantified value for customers. This book explains the key topics very well, and is a cornerstone book of value-based selling.
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By Shantanu Kumar on 25 July 2013
Format: Hardcover Verified Purchase
An excellent book! Gives practical insights on how to create, articulate and capture value in B2B markets. Recommended read for entrepreneurs, CEOs and marketing executives. Particularly relevant for those companies who have superior product, but feel that they are forced to compete on price!
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