Business marketing management : B2B /
Hutt, Michael D.
Business marketing management : B2B / Michael D. Hutt, Thomas W. Speh. - Tenth edition. - xxxiii, 634 pages : illustrations ; 26 cm.
Part I. The environment of business marketing --
1. A business marketing perspective --
Part II. Managing relationships in business marketing --
2. Organisational buying behaviour --
3. Customer relationship management strategies for business markets --
Part III. Assessing market opportunities --
4. Segmenting the business market and estimating segment demand --
Part IV. Formulating business marketing strategy --
5. Business marketing planning: strategic perspectives --
6. Business marketing strategies to global markets --
7. Managing services for business markets --
8. Managing innovation for business markets --
9. Managing innovation and new industrial product development --
10. Managing business marketing channels --
11. Supply chain management --
12. Pricing strategies for business markets --
13. Business marketing communications --
Part V. Evaluating business marketing strategy and performance --
14. Marketing performance measurement
Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to.
9780324581676 032458167X
2008939936
Industrial marketing--Management--Case studies.
HF5415.13 / .H87 2010
658.8 / H.M.B
Business marketing management : B2B / Michael D. Hutt, Thomas W. Speh. - Tenth edition. - xxxiii, 634 pages : illustrations ; 26 cm.
Part I. The environment of business marketing --
1. A business marketing perspective --
Part II. Managing relationships in business marketing --
2. Organisational buying behaviour --
3. Customer relationship management strategies for business markets --
Part III. Assessing market opportunities --
4. Segmenting the business market and estimating segment demand --
Part IV. Formulating business marketing strategy --
5. Business marketing planning: strategic perspectives --
6. Business marketing strategies to global markets --
7. Managing services for business markets --
8. Managing innovation for business markets --
9. Managing innovation and new industrial product development --
10. Managing business marketing channels --
11. Supply chain management --
12. Pricing strategies for business markets --
13. Business marketing communications --
Part V. Evaluating business marketing strategy and performance --
14. Marketing performance measurement
Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to.
9780324581676 032458167X
2008939936
Industrial marketing--Management--Case studies.
HF5415.13 / .H87 2010
658.8 / H.M.B