The Office of Development and Alumni Relations at the Kellogg School of Management and Kellogg Alumni of Amsterdam are delighted to invite you to Rosarium to meet the authors and attend a seminar on Value Merchants: Demonstrating and Documenting Superior Value in Business Markets.


Amstelpark 1, Europaboulevard
Amsterdam, Netherlands

Event Details

In this seminar, authors James Anderson and James Narus launch their book Value Merchants: Demonstrating and Documenting Superior Value in Business Markets and will show you how companies serving business markets can prosper through customer value management. A free copy of the book will be available to all attendees.


No Charge


5:00 PM-5:30 PM: Registration

5:30 PM-6:30 PM: Seminar

6:30 PM-7:30 PM: Reception


Malgosia Krasowska Feigen 


Other Information

Drawing on extensive research and detailed case studies of companies like Sonoco, Grainger, Tata Steel, and Quaker Chemical, Value Merchants will change the mindset and behaviour of your sales representatives and marketers -- as well as your customers. James C. Anderson is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution at the Kellogg School of Management, Northwestern University. James A. Narus is a Professor of Business Marketing at the Babcock Graduate School of Management, Wake Forest University.