Business marketing management : B2B /
Hutt, Michael D.
Business marketing management : B2B / Michael D. Hutt, Thomas W. Speh. - Eleventh edition. - xxx, 444 pages : illustrations ; 27 cm.
"International edition"--Cover and t.p. verso. Previous ed.: 2010.
Includes bibliographical references and indexes.
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, the new Europe, Middle East & Africa Edition of Business Marketing Management: B2B delivers comprehensive, cutting-edge coverage that equips students with a solid understanding of today's dynamic B2B market. The similarities and differences between consumer and business markets are clearly highlighted and there is an additional emphasis on automated B2B practices and the impact of the Internet." --Cengage website
9781133189572 (pbk.) 1133189571 (pbk.)
2011944035
Industrial marketing--Management--Case studies.
658.802 / H.M.B
Business marketing management : B2B / Michael D. Hutt, Thomas W. Speh. - Eleventh edition. - xxx, 444 pages : illustrations ; 27 cm.
"International edition"--Cover and t.p. verso. Previous ed.: 2010.
Includes bibliographical references and indexes.
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, the new Europe, Middle East & Africa Edition of Business Marketing Management: B2B delivers comprehensive, cutting-edge coverage that equips students with a solid understanding of today's dynamic B2B market. The similarities and differences between consumer and business markets are clearly highlighted and there is an additional emphasis on automated B2B practices and the impact of the Internet." --Cengage website
9781133189572 (pbk.) 1133189571 (pbk.)
2011944035
Industrial marketing--Management--Case studies.
658.802 / H.M.B