EBOOK - Business marketing management b2b, tenth edition (Michael Hutt and Thomas Speh)

EBOOK - Quản lý tiếp thị kinh doanh b2b, tái bản lần thứ mười (Michael Hutt và Thomas Speh).

Third, the Institute for the Study of Business Markets (ISBM) at Pennsylvania State University has provided important impetus to research in the area. ISBM has become a major information resource for researchers and practitioners and has assumed an active role in stimulating and supporting research on substantive business marketing issues. 

In turn, the number of research studies centered on the business-to-business domain has significantly expanded in recent years, and specialized journals in the area attract a steady stream of submissions. The hard work, multiyear commitments, and leadership 

of the editors of these journals are worthy of note: Journal of Business-to-Business Marketing,J. David Lichtenthal, Baruch College; Journal of Business & Industrial Marketing, Wesley J. Johnston, Georgia State University; and Industrial Marketing Management, Peter LaPlaca, University of Connecticut.

Three objectives guided the development of this edition:

 1.  To highlight the similarities between consumer-goods and business-to-business marketing and to explore in depth the points of departure. Particular attention is given to market analysis, organizational buying behavior, customer relationship management, supply chain management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers.

 2.  To present a managerial rather than a descriptive treatment of business marketing. Whereas some descriptive material is required to convey the dynamic nature of the business marketing environment, the relevance of the material is linked to marketing strategy decision making.

 3.  To integrate the growing body of literature into a strategic treatment of business marketing. In this text, relevant work is drawn from organizational buying behavior, procurement, organizational behavior, supply chain management, strategic management, and the behavioral sciences, as well as from specialized studies of business marketing strategy components.

The book is structured to provide a complete and timely treatment of business marketing while minimizing the degree of overlap with other courses in the marketing curriculum. A basic marketing principles course (or relevant managerial experience) provides the needed background for this text.

CONTENTS:

Preface  vii

PART I  THEENVIRONMENT OFBUSINESSMARKETING1

 Chapter 1  A Business Marketing Perspective  3

 Chapter 2  The Business Market: Perspectives  on the Organizational Buyer  33

PART II  MANAGINGRELATIONSHIPS INBUSINESSMARKETING61

 Chapter 3  Organizational Buying Behavior  63

 Chapter 4  Customer Relationship Management  Strategies for Business Markets  91

PART III  ASSESSINGMARKETOPPORTUNITIES121

 Chapter 5  Segmenting the Business Market  and Estimating Segment Demand  123

PART IV  FORMULATINGBUSINESSMARKETINGSTRATEGY151

 Chapter 6  Business Marketing Planning:  Strategic Perspectives  153

 Chapter 7  Business Marketing Strategies  for Global Markets  180

 Chapter 8  Managing Products  for Business Markets  208

 Chapter 9  Managing Innovation and New  Industrial Product Development  232

CONTENTS IN BRIEF

xvi

 Chapter 10  Managing Services 

for Business Markets  257

 Chapter 11  Managing Business 

Marketing Channels  281

 Chapter 12  E-Commerce Strategies 

for Business Markets  303

 Chapter 13  Supply Chain Management  329

 Chapter 14  Pricing Strategy for 

Business Markets  358

 Chapter 15  Business Marketing Communications: 

Advertising and Sales Promotion  383

 Chapter 16  Business Marketing Communications: 

Managing the Personal 

Selling Function  407

PART V  EVALUATINGBUSINESSMARKETING

STRATEGY ANDPERFORMANCE 433  Chapter 17  Marketing Performance 

Measurement 435

Cases  462

Name Index  609

Subject Index  619

LINK 1 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

LINK 2 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

LINK 3 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

LINK 4 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

LINK DOWNLOAD

EBOOK - Quản lý tiếp thị kinh doanh b2b, tái bản lần thứ mười (Michael Hutt và Thomas Speh).

Third, the Institute for the Study of Business Markets (ISBM) at Pennsylvania State University has provided important impetus to research in the area. ISBM has become a major information resource for researchers and practitioners and has assumed an active role in stimulating and supporting research on substantive business marketing issues. 

In turn, the number of research studies centered on the business-to-business domain has significantly expanded in recent years, and specialized journals in the area attract a steady stream of submissions. The hard work, multiyear commitments, and leadership 

of the editors of these journals are worthy of note: Journal of Business-to-Business Marketing,J. David Lichtenthal, Baruch College; Journal of Business & Industrial Marketing, Wesley J. Johnston, Georgia State University; and Industrial Marketing Management, Peter LaPlaca, University of Connecticut.

Three objectives guided the development of this edition:

 1.  To highlight the similarities between consumer-goods and business-to-business marketing and to explore in depth the points of departure. Particular attention is given to market analysis, organizational buying behavior, customer relationship management, supply chain management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers.

 2.  To present a managerial rather than a descriptive treatment of business marketing. Whereas some descriptive material is required to convey the dynamic nature of the business marketing environment, the relevance of the material is linked to marketing strategy decision making.

 3.  To integrate the growing body of literature into a strategic treatment of business marketing. In this text, relevant work is drawn from organizational buying behavior, procurement, organizational behavior, supply chain management, strategic management, and the behavioral sciences, as well as from specialized studies of business marketing strategy components.

The book is structured to provide a complete and timely treatment of business marketing while minimizing the degree of overlap with other courses in the marketing curriculum. A basic marketing principles course (or relevant managerial experience) provides the needed background for this text.

CONTENTS:

Preface  vii

PART I  THEENVIRONMENT OFBUSINESSMARKETING1

 Chapter 1  A Business Marketing Perspective  3

 Chapter 2  The Business Market: Perspectives  on the Organizational Buyer  33

PART II  MANAGINGRELATIONSHIPS INBUSINESSMARKETING61

 Chapter 3  Organizational Buying Behavior  63

 Chapter 4  Customer Relationship Management  Strategies for Business Markets  91

PART III  ASSESSINGMARKETOPPORTUNITIES121

 Chapter 5  Segmenting the Business Market  and Estimating Segment Demand  123

PART IV  FORMULATINGBUSINESSMARKETINGSTRATEGY151

 Chapter 6  Business Marketing Planning:  Strategic Perspectives  153

 Chapter 7  Business Marketing Strategies  for Global Markets  180

 Chapter 8  Managing Products  for Business Markets  208

 Chapter 9  Managing Innovation and New  Industrial Product Development  232

CONTENTS IN BRIEF

xvi

 Chapter 10  Managing Services 

for Business Markets  257

 Chapter 11  Managing Business 

Marketing Channels  281

 Chapter 12  E-Commerce Strategies 

for Business Markets  303

 Chapter 13  Supply Chain Management  329

 Chapter 14  Pricing Strategy for 

Business Markets  358

 Chapter 15  Business Marketing Communications: 

Advertising and Sales Promotion  383

 Chapter 16  Business Marketing Communications: 

Managing the Personal 

Selling Function  407

PART V  EVALUATINGBUSINESSMARKETING

STRATEGY ANDPERFORMANCE 433  Chapter 17  Marketing Performance 

Measurement 435

Cases  462

Name Index  609

Subject Index  619

LINK 1 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

LINK 2 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

LINK 3 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

LINK 4 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

LINK DOWNLOAD

Chuyên mục: C. Bài giảng chuyên ngành Quản trị kinh doanh (Business Administration)