Business marketing management (Book, 2009) [WorldCat.org]
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Business marketing management
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Business marketing management

Author: Michael D Hutt; Thomas W Speh
Publisher: Mason, Ohio : South-Western ; London : Cengage Learning [distributor], 2009.
Edition/Format:   Print book : English : 10th 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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Details

Genre/Form: Case studies
Études de cas
Document Type: Book
All Authors / Contributors: Michael D Hutt; Thomas W Speh
ISBN: 9780324581638 0324581637
OCLC Number: 316430431
Notes: Previous edition: Mason, Ohio: Thomson South-Western, 2006.
Description: pages
Contents: pt. l. The environment of business marketing. A business marketing perspective --
The business market : perspectives on the organizational buyer --
pt. ll. Managing relationships in business marketing. Organizational buying behavior --
Customer relationship management strategies for business markets --
pt. lll. Assessing market opportunities. Segmenting the business market and estimating segment demand --
pt. lV. 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 management --
Pricing strategy for business markets --
Business marketing communications : advertising and sales promotion --
Business marketing communications : managing the personal selling function --
pt. V. Evaluating business marketing strategy and performance. Marketing performance measurement.
Responsibility: Michael D. Hutt, Thomas W. Speh.

Abstract:

Takes you inside the world of business marketing experts, showing you what you need to know to be successful. This title highlights the similarities between consumer goods and business-to-business  Read more...

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