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Business marketing management : B2B

Author: Michael D Hutt; Thomas W Speh
Publisher: Australia ; United Kingdom : Thomson/South-Western, 2006.
Edition/Format:   Print book : English : 9th edView all editions and formats
Summary:
This text integrates the latest developments in market analysis, relationship management, supply chain management, marketing strategy management, and electronic commerce.
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Michael D Hutt; Thomas W Speh
ISBN: 0324361041 9780324361049
OCLC Number: 75615089
Description: xxx, 658 pages : illustrations ; 26 cm
Contents: PREFACE.PART I: THE ENVIRONMENT OF BUSINESS MARKETING.1. A Business Marketing Perspective.2. The Business Markets: Perspectives on the Organizational Buyer.PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING.3. Organizational Buying Behavior.4. Customer Relationship Management Strategies for Business Markets.PART III: ASSESSING MARKET OPPORTUNITIES.5. Segmenting the Business Market.6. Organizational Demand Analysis.PART IV: FORMULATING BUSINESS MARKETING STRATEGY.7. Business Marketing Planning: Strategic Perspectives.8. Business Marketing Strategies for Global Markets.9. Managing Products for Business Markets.10. Managing Innovation and New Industrial Product Development.11. Managing Services for Business Markets.12. Managing Business Marketing Channels.13. E-Commerce Strategies for Business Markets.14. Supply Chain Strategies.15. Pricing Strategy for Business Markets.16. Business Marketing Communications: Advertising and Sales Promotion.17. Business Marketing Communications: Managing the Personal Selling Function.PART V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.18. Controlling Business Marketing Strategies.Cases.Glossary.Index.
Responsibility: Michael D. Hutt, Thomas W. Speh.

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Providing treatment of business-to-business marketing, this work captures and integrates the developments in market analysis, relationship management, supply chain management, marketing strategy  Read more...

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