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Copyright 2007 James C. Anderson, Nirmalya Kumar, and James A. Narus All rights reserved

Printed in the United States of America

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No part of this publication may be reproduced, stored in, or introduced into a retrieval system or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.

Library of Congress Cataloging-in-Publication Data

Anderson, James C., 1953–

Value merchants: demonstrating and documenting superior value in business markets / James C. Anderson, Nirmalya Kumar, and James A. Narus.

p. cm.

ISBN-13: 978-1-4221-0335-7 (hardcover: alk. paper)

9781422131077

1. Industrial marketing. 2. Sales promotion. 3. Purchasing. I. Kumar, Nirmalya. II. Narus, James A. III. Title.

HF5415.1263.A534 2007

658.8’04—dc22

2007017289

The paper used in this publication meets the minimum requirements of the American National Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI Z39.48-1992.