Business Marketing Management B2B 10e 10th Edition by Michael D Hutt, Thomas W Speh ISBN 0324789238 9782008939933

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ISBN 10: 0324789238 
ISBN 13: 9782008939933
Author: Michael D Hutt, Thomas W Speh

BUSINESS MARKETING MANAGEMENT, 10th Edition is structured to provide a complete and timely treatment of business marketing while minimizing the degree of overlap with other courses in the marketing curriculum. This comprehensive market leader 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 practice. Each chapter provides an overview, highlights key concepts, and includes several carefully chosen examples of contemporary business marketing practice as well as a cogent summary and a set of proactive discussion questions.

Business Marketing Management B2B 10e 10th Table of contents:

Part I: The Environment of Business Marketing

1. A Business Marketing Perspective

2. The Business Market: 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 and Estimating Segment Demand

Part IV: Formulating Business Marketing Strategy
6. Business Marketing Planning: Strategic Perspectives
7. Business Marketing Strategies for Global Markets
8. Managing Products for Business Markets
9. Managing Innovation and New Industrial Product Development
10. Managing Services for Business Markets
11. Managing Business Marketing Channels
12. E‑Commerce Strategies for Business Markets
13. Supply Chain Management
14. Pricing Strategy for Business Markets
15. Business Marketing Communications: Advertising and Sales Promotion
16. Business Marketing Communications: Managing the Personal Selling Function

Part V: Evaluating Business Marketing Strategy and Performance
17. Marketing Performance Measurement

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