Business Market Value Merchants

Anderson, James C.; Kumar, Nirmalya; Narus, James A.
March 2008
Marketing Management;Mar/Apr2008, Vol. 17 Issue 2, p31
To get a fair return on the superior value that their offerings deliver to customers, progressive B-to-B companies transform their sales forces from value spendthrifts into value merchants. These companies foster value merchants in more ways than simply compensating salespeople on profitability. As a result, their salespeople become value merchants, making business with customers more profitable by finding value drains and value leaks--rather than by seeking price cuts to retain or gain business. INSET: Value Merchants or Value Spendthrifts?.


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