Business Marketing Management B2B

by Hutt, Michael D.; Speh, Thomas W.

• ISBN13: 9780324581676
• ISBN10: 032458167X
• Edition: 10th
• Format: Hardcover
• Copyright: 2009-02-13
• Publisher: South-Western College Pub

Summary

Emerging trends are changing today's business marketing. Are you ready to compete? BUSINESS MARKETING MANAGEMENT takes you inside the world of business marketing experts, showing you what you need to know to be successful. The textbook highlights the similarities between consumer goods and business-to-business marketing, presents a managerial rather than a descriptive treatment of business marketing, and reflects the growing body of literature and emerging trends in business marketing practice. Each chapter provides an overview, key concepts, and a summary to make it easy to review for tests.

Table of Contents

Preface

The Environment Of Business Marketing

A Business Marketing Perspective

The Business Market: Perspectives on the Organizational Buyer

Managing Relationships In Business Marketing

Organizational Buying Behavior

Customer Relationship Management Strategies for Business Markets

Assessing Market Opportunities

Segmenting the Business Market and Estimating Segment Demand

Formulating Business Marketing Strategy

Business Marketing Planning: Strategic Perspectives

Business Marketing Strategies for Global Markets

Managing Products for Business Markets

Managing Innovation and New Industrial Product Development

Managing Services for Business Markets

Managing Business Marketing Channels

E-Commerce Strategies for Business Markets

Supply Chain Strategies

Pricing Strategy for Business Markets

Business Marketing Communications: Advertising and Sales Promotion

Business Marketing Communications: Managing the Personal Selling Function

Evaluating Business Marketing Strategy And Performance

Marketing Performance Measurement

Cases

Glossary

Index

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