Challenger sale: a dynamic method for customer engagement and value creation in business-to-business relationships

Talaibek D Osmonbekov; Brent Adamson; Matthew Dixon

doi:10.1108/JBIM-04-2017-0088

Challenger sale: a dynamic method for customer engagement and value creation in business-to-business relationships

Talaibek D Osmonbekov, Brent Adamson, Matthew Dixon

Business, The W.A. Franke College of (CoB)

Research output: Contribution to journal › Article › peer-review

10 Scopus citations

Abstract

Purpose: The purpose of this paper is to further explicate the notion of challenger sale. Design/methodology/approach: The method used for this article is a personal interview. Findings: The interview provides readers with insights and explanations of the challenger sale method from the authors of the book. Originality/value: The interview allows the readers to learn directly from the authors of the methodology.

Original language	English (US)
Journal	Journal of Business and Industrial Marketing
DOIs	https://doi.org/10.1108/JBIM-04-2017-0088
State	Accepted/In press - Jan 1 2018

Keywords

Business strategy
Business-to-business marketing
Challenger sale
Selling

ASJC Scopus subject areas

Business and International Management
Marketing

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10.1108/JBIM-04-2017-0088

Cite this

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Challenger sale: a dynamic method for customer engagement and value creation in business-to-business relationships

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

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