Resonating value propositions

September 2006
Marketing Management;Sep/Oct2006, Vol. 15 Issue 5, p7
The article claims that most business marketers do not effectively communicate the competitive superiority of the offerings, according to a paper by Institute for the Study of Business Markets fellows James C. Anderson and James A. Narus. In order to better communicate their products strengths, business marketers should create value propositions that emphasize points that are of greatest concern to the individual customer. This can be done by researching the customer and focusing on the factors that matter most to them.


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