Business Marketing Management: B2B

by: Michael Hutt (Author),Thomas Speh(Author),Douglas Hoffman(Author)&0more

Publisher: Cengage Leaing

Edition: 13th

Publication Date: 2023/3/23

Language: English

Print Length: 352 pages

ISBN-10: 0357718232

ISBN-13: 9780357718230

Book Description

Gain an understanding of the most recent industry trends and today’s dynamic B2B market with Hutt/Speh/Hoffman’s BUSINESS MARKETING MANAGEMENT: B2B, 13E. This edition ties concepts to real-world decision making and to best practices. New content emphasizes an ESG (Environmental, Social, Goveance) framework, while new discussions highlight developments such as the innovation flywheel and the new standard in marketing — omnichannel strategy. You review similarities and differences between consumer goods and B2B marketing. Revised content focuses on market analysis, organizational buying behavior, relationship management and marketing strategies to reach organizational customers. A new digital playbook and expanded content on smart, connected products also explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes. MindTap digital resources are available to reinforce your understanding of key marketing strategies.

About the Author

Gain an understanding of the most recent industry trends and today’s dynamic B2B market with Hutt/Speh/Hoffman’s BUSINESS MARKETING MANAGEMENT: B2B, 13E. This edition ties concepts to real-world decision making and to best practices. New content emphasizes an ESG (Environmental, Social, Goveance) framework, while new discussions highlight developments such as the innovation flywheel and the new standard in marketing — omnichannel strategy. You review similarities and differences between consumer goods and B2B marketing. Revised content focuses on market analysis, organizational buying behavior, relationship management and marketing strategies to reach organizational customers. A new digital playbook and expanded content on smart, connected products also explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes. MindTap digital resources are available to reinforce your understanding of key marketing strategies.