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Business marketing management : B2B

Author: Michael D Hutt; Thomas W Speh
Publisher: Mason, OH : South-Western Cengage Learning, ©2010.
Edition/Format:   Print book : English : 10th edView all editions and formats
Summary:
"Business Marketing Management, 10e 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  Read more...
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Details

Genre/Form: Case studies
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Michael D Hutt; Thomas W Speh
ISBN: 9780324581676 032458167X
OCLC Number: 244764806
Description: xxxiii, 634 pages : illustrations ; 26 cm
Contents: A business marketing perspective --
The business market: perspectives on the organizational buyer --
Organizational buying behavior --
Customer relationship management strategies for business markets --
Segmenting the business market and estimating segment demand --
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 management --
Pricing strategy for business markets --
Business marketing communications: advertising and sales promotion --
Marketing performance measurement --
Cases.
Responsibility: Michael D. Hutt, Thomas W. Speh.
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Abstract:

Business Marketing is typically taught in four-year schools at both the undergraduate and graduate level. The course details the key differences between consumer goods and business-to-business  Read more...

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