Business marketing management (Book, 2009) []
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Business marketing management

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
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
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.


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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