Business Marketing Management by Michael D Hutt

Business Marketing Management by Michael D Hutt

Providing the most current and complete treatment of business-to-business marketing, this comprehensive market leader captures and integrates the latest developments in market analysis, relationship management, supply chain management, and marketing strategy development. Popular in both the United States and Europe since its first edition, the text provides expanded treatment of relationship strategies, the technology adoption life cycle, strategy formulation in high-tech industries, new product and service development for business markets, and Internet strategies. Features: * Highlighting the similarities and emphasizing the differences between consumer goods and business-to-business marketing, Business Marketing Management focuses on market analysis, organizational buying behaviour, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. * The authors present a managerial rather than descriptive treatment of business marketing, tying text material directly to business marketing management decision making. * A well-balanced mix of cases enables instructors to tailor the course to their own students and teaching preferences. The cases, which vary in length, feature such prominent companies as Hewlett-Packard and PeopleSoft. * Chapter review questions are integrated with learning objectives and emphasize key issues in each chapter. New to this edition: * Relationship marketing coverage has been expanded with the completely revised and rewritten Chapter 4 relationship strategies for business markets. * A stronger, more in-depth emphasis on the dynamic high-tech market includes Chapter 8's new coverage of marketing strategy formulation. Additionally, Chapter 10 highlights the technology adoption life cycle and marketing strategies for high-tech products, providing students with a framework for understanding the strategies behind successful high-tech product launches. * An operational treatment of the marketing control process integrates the central themes of the text.

SKU	Nicht verfügbar
ISBN 13	9780030206337
ISBN 10	0030206332
Titel	Business Marketing Management
Autor	Michael D Hutt
Serie	The Dryden Press Series In Marketing
Buchzustand	Nicht verfügbar
Bindungsart	Hardback
Verlag	Cengage Learning, Inc
Erscheinungsjahr	1997-08-04
Seitenanzahl	750
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.