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Business Marketing Management Michael Hutt (Arizona State University)

Business Marketing Management von Michael Hutt (Arizona State University)

Business Marketing Management Michael Hutt (Arizona State University)

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Zusammenfassung

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 marketing, presents a managerial rather than a descriptive treatment of business marketing, and reflects the trends in business marketing practice.

Business Marketing Management Zusammenfassung

Business Marketing Management: B2B, International Edition Michael Hutt (Arizona State University)

Emerging trends are changing today's business marketing. Are you ready to compete? BUSINESS MARKETING MANAGEMENT, 10e, INTERNATIONAL EDITION takes you inside the world of business marketing experts, showing you what you need to know to be successful. The textbook 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, key concepts, and a summary to make it easy to review for tests.

Inhaltsverzeichnis

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 Strategies. 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. Cases. Glossary. Index.

Zusätzliche Informationen

GOR006783640
9780324581638
0324581637
Business Marketing Management: B2B, International Edition Michael Hutt (Arizona State University)
Michael Hutt (Arizona State University)
Gebraucht - Sehr Gut
Broschiert
Cengage Learning, Inc
2009-05-30
688
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
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