Business marketing management b2b /
Hutt, Michael D
Business marketing management b2b / michael D. Hutt and Thomas W Speh. - 11th ed. - United States: Cengage Learning, 2013. - xxx,444 p: ill; 25 cm.
CONTENTS📜
PART 1:environment of business marketing;
chapter1: a business marketing perspective;
-business marketing;
-business market customers;
B2B top performers:
-creating the customers value proposition;
-business and consumer marketing contract;
-the supply chain;
-classifying goods for the business market;
-business marketing strategy;
PART 2: managing relationships in business marketing;
chapter 2:organizational buying behavior;
-the organizational buying process;
-organizational forces;
-procurement managers toolkit;
_inside business marketing: use TCO to inform next car purchase;
-ethical business marketing;
-inside business marketing:
chapter 3: customer relationship management strategies for business markets;
-relationship marketing;
-measuring customer profitability;
-inside business marketing;
-customer relationship management;
-relationship management;
-relationship marketing success;
Part 3: Assessing market opportunities;
-chapter 2: segmenting the business market and estimating segment demand;
-inside business marketing ;
-inside business marketing:
-methods of forecasting demand;
Part 4: formulating business marketing strategy;
chapter 5: business marketing planning:
strategic perspectives;
B2B top performance;
chapter 6: business marketing strategies for global markets;
-inside business markets;
PART 4:formulating business marketing strategy;
chapter 5: business marketing planning strategic perspectives:
B2B top performers;
-building the strategy plan;
chapter 6: business marketing strategies for global markets;
-inside business marketing;
-inside business marketing;
-global market entry options;
-global strategy;
_chapter 7: managing product for business markets;'
-b2b top performance;
inside business marketing;
_chapter 8: managing innovation and new industrial product development;
-inside business market;
B2B top performers;
-chapter 9: managing service for business market;
-B2B top performers;
-choose customer wisely;
inside business marketing; do service transition strategies pay off?
-service quality;
-hybrid offerings;
_chapter 10: managing business marketing channels;
-the business marketing channel;
-participants in the business marketing channel;
channel design;
-channel administration;
_chapter 11: supply chain management;
-supply chain management: a tool for competitive advantage;
-successfully applying the supply chain management approach;
-logistics as the critical element in supply chain management;
-the strategic role of logistics;
-calculating logistics costs;
-business-to-business logistical service;
-business to business logistical management;
_chapter 12: pricing strategies for business markets;
-the pricing process in business markets;
-pricing across the product life cycle;
-responding to price attack by competitors;
-competitive biding;
_chapter 13: business marketing communication: advertising and sales promotion;
B2B social media;
-the role of advertising;
-managing B2B advertising;
-managing trade show strategy;
-measuring advertising effectiveness;
_chapter 14: business marketing communications: managing the personal selling function;
-managing the sales force;
-isolating the account management process:
PART 5: evaluating business marketing strategy and performance;
_chapter 15: marketing performance measurement;
-a strategy map: portrait of an integrated plan;
-marketing strategy: allocating resources;
-control at various levels;
implementation of business marketing strategy;
.
9781133189572 (pbk)
Management.
658.804 / HUT-B 2013 11826
Business marketing management b2b / michael D. Hutt and Thomas W Speh. - 11th ed. - United States: Cengage Learning, 2013. - xxx,444 p: ill; 25 cm.
CONTENTS📜
PART 1:environment of business marketing;
chapter1: a business marketing perspective;
-business marketing;
-business market customers;
B2B top performers:
-creating the customers value proposition;
-business and consumer marketing contract;
-the supply chain;
-classifying goods for the business market;
-business marketing strategy;
PART 2: managing relationships in business marketing;
chapter 2:organizational buying behavior;
-the organizational buying process;
-organizational forces;
-procurement managers toolkit;
_inside business marketing: use TCO to inform next car purchase;
-ethical business marketing;
-inside business marketing:
chapter 3: customer relationship management strategies for business markets;
-relationship marketing;
-measuring customer profitability;
-inside business marketing;
-customer relationship management;
-relationship management;
-relationship marketing success;
Part 3: Assessing market opportunities;
-chapter 2: segmenting the business market and estimating segment demand;
-inside business marketing ;
-inside business marketing:
-methods of forecasting demand;
Part 4: formulating business marketing strategy;
chapter 5: business marketing planning:
strategic perspectives;
B2B top performance;
chapter 6: business marketing strategies for global markets;
-inside business markets;
PART 4:formulating business marketing strategy;
chapter 5: business marketing planning strategic perspectives:
B2B top performers;
-building the strategy plan;
chapter 6: business marketing strategies for global markets;
-inside business marketing;
-inside business marketing;
-global market entry options;
-global strategy;
_chapter 7: managing product for business markets;'
-b2b top performance;
inside business marketing;
_chapter 8: managing innovation and new industrial product development;
-inside business market;
B2B top performers;
-chapter 9: managing service for business market;
-B2B top performers;
-choose customer wisely;
inside business marketing; do service transition strategies pay off?
-service quality;
-hybrid offerings;
_chapter 10: managing business marketing channels;
-the business marketing channel;
-participants in the business marketing channel;
channel design;
-channel administration;
_chapter 11: supply chain management;
-supply chain management: a tool for competitive advantage;
-successfully applying the supply chain management approach;
-logistics as the critical element in supply chain management;
-the strategic role of logistics;
-calculating logistics costs;
-business-to-business logistical service;
-business to business logistical management;
_chapter 12: pricing strategies for business markets;
-the pricing process in business markets;
-pricing across the product life cycle;
-responding to price attack by competitors;
-competitive biding;
_chapter 13: business marketing communication: advertising and sales promotion;
B2B social media;
-the role of advertising;
-managing B2B advertising;
-managing trade show strategy;
-measuring advertising effectiveness;
_chapter 14: business marketing communications: managing the personal selling function;
-managing the sales force;
-isolating the account management process:
PART 5: evaluating business marketing strategy and performance;
_chapter 15: marketing performance measurement;
-a strategy map: portrait of an integrated plan;
-marketing strategy: allocating resources;
-control at various levels;
implementation of business marketing strategy;
.
9781133189572 (pbk)
Management.
658.804 / HUT-B 2013 11826