Business Marketing Management B2B, 13th Edition Michael D. Hutt

Business Marketing Management B2B, 13th Edition Michael D. Hutt

Table of Content

PART I: THE ENVIRONMENT OF BUSINESS MARKETING.
1. A Business Marketing Perspective.
PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING.
2. Organizational Buying Behavior.
3. Customer Relationship Management Strategies for Business Markets.
PART III: ASSESSING MARKET OPPORTUNITIES.
4. Segmenting the Business Market and Estimating Segment Demand.
PART IV: FORMULATING BUSINESS MARKETING STRATEGY.
5. Business Marketing Planning: Strategic Perspectives.
6. ESG and 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: The Omnichannel Imperative.
11. Supply Chain Management.
12. Pricing Strategies for Business Markets.
13. Marketing Communications and the Customer Decision Journey.
14. B2B Sales Strategies for Digital-First Buyers.
PART V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.
15. Marketing Performance Measurement.