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Sommario
PART I: THE ENVIRONMENT OF BUSINESS MARKETING.
1. A Business Marketing Perspective.
2. Organizational Buying Behavior.
PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING.
3. Customer Relationship Management Strategies for Business Markets.
4. Segmenting the Business Market and Estimating Segment Demand.
PART III: FORUMLATING BUSINESS MARKET STRATEGY.
5. Business Marketing Planning: Strategic Perspectives.
6. 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.
11. Supply Chain Management.
12. Pricing Strategies for Business Markets.
13. Business Marketing Communications: Advertising and Sales Promotion.
14. Business Marketing Communications: Managing the Personal Selling Function.
PART IV: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.
15. Marketing Performance Measurement.
Business Insights.
Info autore
Michael D. Hutt (Ph.D., Michigan State University) is the Ford Motor Company Distinguished Professor Emeritus of Marketing at the W. P. Carey School of Business, Arizona State University. Dr. Hutt has also held faculty positions at Miami University (Ohio) and the University of Vermont. His teaching and research interests are concentrated in the areas of business-to-business marketing and strategic marketing. His most recent research centers on the marketing-finance interface, particularly the application of financial portfolio theory to customer management. Dr. Hutt’s research has been published in scholarly journals such as the Journal of Marketing, Journal of Marketing Research, MIT Sloan Management Review and the Journal of the Academy of Marketing Science. Dr. Hutt was the recipient of the Hunt/Maynard Award at the Journal of Marketing, the Richard Beckhard Prize at MIT Sloan Management and the Best Article Award at the Journal of Business-to-Business Marketing. He has consulted on marketing strategy issues for firms such as IBM, Honeywell, SC Johnson, AT&T and Motorola.Thomas W. Speh (Ph.D., Michigan State University) was professor of marketing emeritus and former associate dean at the Farmer School of Business, Miami University (Ohio). Prior to his tenure at Miami, Dr. Speh taught at the University of Alabama. He published articles in a number of academic and professional journals, including the Journal of Marketing, Sloan Management Review, Harvard Business Review, Journal of the Academy of Marketing Sciences, Journal of Business Logistics and Industrial Marketing Management. He received the Beta Gamma Sigma Distinguished Faculty award for excellence in teaching at Miami University’s School of Business and received the Miami University Alumni Association’s Effective Educator award. He served as president of the Warehousing Education and Research Council (WERC) and as president of the Council of Logistics Management (CLM). Dr. Speh was a consultant on strategy issues to such organizations as Xerox, Procter & Gamble, Burlington Northern Railroad, Sara Lee, J. M. Smucker Co. and Millennium Petrochemicals, Inc. Dr. Speh passed away in 2016.
Riassunto
Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 12e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition also includes additional emphasis on automated B2B practices and the impact of the Internet.
