Business Marketing Management B2B
by Hutt, Michael D.; Speh, Thomas W.Edition: 10th
Format: Hardcover
Pub. Date: 2009-02-13
Publisher(s): South-Western College Pub
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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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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