Also by the Authors
JAMES C. ANDERSON AND
JAMES A. NARUS
Business Market Management: Understanding,
Creating, and Delivering Value, 2nd ed.
(Upper Saddle River, NJ: Pearson Prentice Hall, 2004).
NIRMALYA KUMAR
Marketing as Strategy: Understanding the CEO’s
Agenda for Driving Growth and Innovation
(Boston: Harvard Business School Press, 2004).
NIRMALYA KUMAR AND
JAN-BENEDICT E. M. STEENKAMP
Private Label Strategy: How to Meet the Store Brand Challenge
(Boston: Harvard Business School Press, 2007).
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