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
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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.
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