It is time a book on business marketing has value as its cornerstone. Assessment of value in the marketplace is critical to business market
management. We demonstrate how firms in business markets can gain a comprehensive and an elemental understanding of the worth in monetary terms of the technical, economic, service, and social benefits that their market offerings provide to present and prospective customers. Having superior knowledge of customer requirements and preferences, and what it is worth to fulfill them, should underpin everything the firm does. Our book recounts how a small but growing number of firms in business
markets have achieved this knowledge and what superior marketplace performance has resulted from that knowledge.