Business Marketing Management : B2B （13TH）

Hutt, Michael/ Speh, Thomas/ Hoffman, K. Douglas

South-Western College Publishing（2023/03発売）

ただいまウェブストアではご注文を受け付けておりません。 ⇒古書を探す

製本 Paperback:紙装版/ペーパーバック版／ページ数 352 p.
言語 ENG
商品コード 9780357718230
DDC分類 658.802

Full Description

Gain an understanding of the most recent industry trends and today's dynamic B2B market with Hutt/Speh/Hoffman's BUSINESS MARKETING MANAGEMENT: B2B, 13E. This edition ties concepts to real-world decision making and to best practices. New content emphasizes an ESG (Environmental, Social, Governance) framework, while new discussions highlight developments such as the innovation flywheel and the new standard in marketing -- omnichannel strategy. You review similarities and differences between consumer goods and B2B marketing. Revised content focuses on market analysis, organizational buying behavior, relationship management and marketing strategies to reach organizational customers. A new digital playbook and expanded content on smart, connected products also explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes. MindTap digital resources are available to reinforce your understanding of key marketing strategies.

PART I: THE ENVIRONMENT OF BUSINESS MARKETING. 1. A Business Marketing Perspective. PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING. 2. Organizational Buying Behavior. 3. Customer Relationship Management Strategies for Business Markets. PART III: ASSESSING MARKET OPPORTUNITIES. 4. Segmenting the Business Market and Estimating Segment Demand. PART IV: FORMULATING BUSINESS MARKETING STRATEGY. 5. Business Marketing Planning: Strategic Perspectives. 6. ESG and Business Marketing Strategies for Global Markets. 7. Managing Products for Business Markets. 8. Managing Innovation and New Industrial Product Development. 9. Managing Services for Business Markets. 10. Managing Business Marketing Channels: The Omnichannel Imperative. 11. Supply Chain Management. 12. Pricing Strategies for Business Markets. 13. Marketing Communications and the Customer Decision Journey. 14. B2B Sales Strategies for Digital-First Buyers. PART V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE. 15. Marketing Performance Measurement.