Business Marketing Management : A Strategic View of Industrial and Organizational Markets

by Michael D. Hutt; Thomas W. Speh

• ISBN13: 9780030206337
• ISBN10: 0030206332
• Edition: 6th
• Format: Paperback
• Copyright: 1997-08-04
• Publisher: South-Western College Pub

Table of Contents

Preface	vii
PART I The Environment of Business Marketing	1	(66)
A Business Marketing Perspective	3	(31)
The Business Market: Perspectives on the Organizational Buyer	34	(33)
PART II The Organizational Buying Process	67	(60)
Organizational Buying Behavior	69	(29)
Relationship Strategies for Business Markets	98	(29)
PART III Assessing Market Opportunities	127	(96)
Business Marketing Intelligence	129	(35)
Segmenting the Business Market	164	(26)
Organizational Demand Analysis	190	(33)
PART IV Formulating Business Marketing Strategy	223	(306)
Business Marketing Planning: Strategic Perspectives	225	(32)
Business Marketing Strategies for Global Markets	257	(31)
Managing Products for Business Markets	288	(27)
Managing Innovation and New Industrial Product Development	315	(28)
Managing Services for Business Markets	343	(32)
Managing Business Marketing Channels	375	(36)
Business Marketing Channels: The Logistical Interface	411	(29)
Pricing Strategy for Business Markets	440	(28)
Business Marketing Communications: Advertising and Sales Promotion	468	(33)
Business Marketing Communications: Managing the Personal Selling Function	501	(28)
PART V Evaluating Business Marketing Strategy and Performance	529	(30)
Controlling Business Marketing Strategies	531	(28)
PART VI Cases	559	(200)
Name Index	759	(6)
Subject Index	765