ABOUT THE AUTHORS
JAMES C. ANDERSON is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution and Professor of Behavioral Science in Management at the Kellogg School of Management, Northwestern University. He is also the Irwin Gross Distinguished ISBM Research Fellow at the Institute for the Study of Business Markets, located at Penn State University, and a visiting research professor at the School of Business, Public Administration, and Technology at the University of Twente, in the Netherlands.
Professor Anderson’s research interests are constructing persuasive value propositions in business markets and measurement approaches for demonstrating and documenting the value of market offerings. Among the more than forty ...
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