Business Marketing Management: B2B

Business Marketing Management: B2B by Hutt, Michael D.. hardcover edition. ISBN: 9781133189565.

Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of todays 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.