West Brom have rejected a bid from Premier League rivals Wigan for Nigerian striker Peter Odemwingie.
The 29-year-old was the the club's top scorer with 15 goals in his first season in the English top-flight.
His performance in his first year in the Premier League has sparked interest from rival clubs.
But West Brom technical director Dan Ashworth says they are determined to keep Odemwingie who has two years remaining of his current deal.
"This summer, we have made it our number one priority to keep our core players - like Peter - and strengthen the squad around them as we endeavour to firmly establish this club in the Premier League," said Ashworth.
"Peter enjoyed a fantastic first season with us and is a firm favourite with the supporters, with whom he enjoys a great relationship.
"We have no intention of selling Peter and we are a little bit disappointed that Wigan have tabled this offer.
"We spoke to Wigan beforehand and made it clear Peter was not for sale, but they still proceeded to lodge a bid - which has been flatly rejected.
"We are in discussions with Peter over a new-and-improved deal to reward him for his efforts last season and we are very hopeful these talks will reach a successful conclusion."
Odemwingie played a major role in the club staying up as he scored in five successive matches in April and May.