The essential challenge that sales and marketing managers in industrial markets face is this: converting their frm’s own competitive advantages into quantifed, monetary customer benefts. Doing so enables business-to-business (B2B) sales and marketing personnel to justify price diferences between competing ofers with a diference in monetary value.

Introduction: quantifying and documenting value in business markets

Hinterhuber, Andreas
;
2022-01-01

Abstract

The essential challenge that sales and marketing managers in industrial markets face is this: converting their frm’s own competitive advantages into quantifed, monetary customer benefts. Doing so enables business-to-business (B2B) sales and marketing personnel to justify price diferences between competing ofers with a diference in monetary value.
Value First, Then Price: Building Value-Based Pricing Strategies
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10278/5010870
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