Hutt, Michael D.
Business marketing management : B2B / Michael D. Hutt, Thomas W. Speh. - 12th ed. - Boston, MA Cengage Learning, [2017] - xiv, 338 p. : ill. ; 28 cm
Includes indexes.
Part I: The environment of business marketing. 1. A business marketing perspective --
Part II: Managing reltionships in business marketing. 2. Organizational buying behavior --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 for global markets --7. Managing products for business markets --8. Managing innovation and new industrial product development --9. Managing services for business markets --
10. Managing business marketing channels --11. Supply chain management --12. Pricing strategies for business markets --
13. Business marketing communications: advertising and sales promotion --14. Business marketing communications: managing the personal selling function --
Part V: Evaluating business marketing strategy and performance. 15. Marketing performance measurement.
9780357039243 (pbk.)
Industrial marketing--Case studies. --Management
Business planning.
Industrial marketing--Management.
HF5415.13 / .H88 2017
Business marketing management : B2B / Michael D. Hutt, Thomas W. Speh. - 12th ed. - Boston, MA Cengage Learning, [2017] - xiv, 338 p. : ill. ; 28 cm
Includes indexes.
Part I: The environment of business marketing. 1. A business marketing perspective --
Part II: Managing reltionships in business marketing. 2. Organizational buying behavior --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 for global markets --7. Managing products for business markets --8. Managing innovation and new industrial product development --9. Managing services for business markets --
10. Managing business marketing channels --11. Supply chain management --12. Pricing strategies for business markets --
13. Business marketing communications: advertising and sales promotion --14. Business marketing communications: managing the personal selling function --
Part V: Evaluating business marketing strategy and performance. 15. Marketing performance measurement.
9780357039243 (pbk.)
Industrial marketing--Case studies. --Management
Business planning.
Industrial marketing--Management.
HF5415.13 / .H88 2017