Business marketing management : a strategic view of industrial and organizational markets /
Business Marketing Management: A Strategic View of Industrial and Organizational Markets by Michael D. Hutt and Thomas W. Speh examines the principles and practices of marketing products and services to business and organizational customers. The book emphasizes that business marketing differs from c...
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| Format: | Livre |
| Publié: |
Mason, Ohio :
Thomson/South-Western,
c2004.
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| Édition: | 8th ed. |
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| Accès en ligne: | http://www.loc.gov/catdir/enhancements/fy1514/2002116678-b.html http://www.loc.gov/catdir/enhancements/fy1514/2002116678-d.html http://www.loc.gov/catdir/enhancements/fy1514/2002116678-t.html |
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| Résumé: | Business Marketing Management: A Strategic View of Industrial and Organizational Markets by Michael D. Hutt and Thomas W. Speh examines the principles and practices of marketing products and services to business and organizational customers. The book emphasizes that business marketing differs from consumer marketing because purchasing decisions are often complex, involve multiple decision-makers, and focus on long-term relationships rather than one-time transactions. The authors explain how organizations identify customer needs, segment business markets, analyze buying behavior, and develop effective marketing strategies to create value for customers. The text highlights the importance of customer relationship management (CRM), supply chain integration, strategic planning, and market research in achieving competitive advantage. It also explores product development, pricing strategies, distribution channels, integrated marketing communications, and professional selling within business markets. |
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| Description: | Previously published by Harcourt College Publishers, 2001. |
| Description matérielle: | xxx, 714 p. : ill. ; 27 cm. |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 0324190433 9780324190434 |