Higher Education

Business Marketing Management: B2B, 11th Edition

  • Michael D. Hutt Arizona State University
  • Thomas W. Speh Miami University - Ohio
  • ISBN-10: 1133189563  |  ISBN-13: 9781133189565
  • 464 Pages
  • Previous Editions: 2010, 2007, 2004
  • © 2013 | Published
  • College Bookstore Wholesale Price = $204.00
  • Newer Edition Available
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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 today's dynamic 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 includes additional emphasis on automated B2B practices and the impact of the Internet. A well-balanced mix of cases equips students with a variety of hands-on applications. With its complete and timely treatment of business marketing, BUSINESS MARKETING MANAGEMENT minimizes the overlap with other marketing courses. It is an excellent text for undergraduate as well as MBA-level courses.

Additional Product Information

Features and Benefits

  • Helping students make the most of their study time, each chapter provides an overview, highlights key concepts, and includes several carefully chosen examples of contemporary business marketing in practice as well as a cogent summary and a set of proactive discussion questions.
  • Emphasizing relationship marketing strategies, the text offers expansive coverage of the drivers of relationship marketing effectiveness and the financial impact of relationship marketing programs.
  • A timely and richly illustrated discussion highlights the determinants and social ingredients of strategic alliance success.
  • Specific steps are outlined for building and managing a profitable B2B brand.
  • Specific metrics are presented for measuring the impact of marketing strategy decisions on firm performance.
  • The text's value-based approach for pricing offers a framework for identifying and measuring value by customer segment.
  • Coverage of customer-centered approached to channel design illustrates how to design channels from the bottom up, rather than the top down.
  • Expanded treatment is given to customer experience management, corporate entrepreneurship, strategic positioning, and the emerging trends in online advertising strategies.
  • The text's managerial--rather than a descriptive--treatment of business marketing ties text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face.
  • A well-balanced mix of end-of-text cases enables instructors to tailor the course to their own students and teaching preferences. The cases--which vary in length but are longer than end-of-chapter cases--feature prominent companies and isolate one or more business marketing problems for students to analyze.
  • Each chapter opens with a short overview, which includes key learning objectives that students should be aware of and understand after reading the chapter. Chapters conclude with a summary of the key concepts and learning objectives highlighted at the beginning of each chapter, helping students to recognize the key issues discussed.

Table of Contents

1. A Business Marketing Perspective.
2. The Business Market: Perspectives on the Organizational Buyer.
3. Organizational Buying Behavior.
4. Customer Relationship Management Strategies for Business Markets.
5. Business Marketing Planning: Strategic Perspectives.
6. 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.
11. Supply Chain Strategies.
12. Pricing Strategy for Business Markets.
13. Business Marketing Communications: Advertising and Sales Promotion.
14. Business Marketing Communications: Managing the Personal Selling Function.
15. Marketing Performance Measurement.

What's New

  • Revised Table of Contents: Content from two chapters--Business Market Sectors and E-Commerce--has been streamlined and integrated into the discussion to provide a more engaging and actionable treatment in 15 compact chapters.
  • Characteristics of High-Performing Salespeople: A fresh treatment of the characteristics and processes that set top-performing salespersons apart from their peers, particularly in high-opportunity customer engagements.
  • Global Marketing Strategies: A fresh approach for developing strategies for a two-speed economy--low-growth developed markets and high-growth emerging economies.
  • Customer Relationship Strategies: Expanded treatment of the drivers of relationship marketing effectiveness and the financial impact of marketing investments.
  • New Cases: The content of the volume is with twelve new-to-this-edition end-of-chapter cases.
  • Other New Topics of Interest: The new edition includes expanded treatment of building strong B2B brands, service infusion strategies, and marketing performance metrics.
  • Sustainability: A timely and richly-illustrated discussion of the distinctive competitive advantages that can be secured by a focus on environmental priorities.
  • Social Media: A timely treatment of how the evolving social media landscape is impacting business-to-business communications.


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Videos  (ISBN-10: 1133627374 | ISBN-13: 9781133627371)

Meet the Author

Author Bio

Michael D. Hutt

Michael D. Hutt (PhD, Michigan State University) is the Ford Motor Company Distinguished Professor Emeritus of Marketing at the W. P. Carey School of Business, Arizona State University. He has also held faculty positions at Miami University (Ohio) and the University of Vermont. Dr. Hutt’s teaching and research interests are concentrated in the areas of business-to-business marketing and strategic marketing. His current research centers on the marketing-finance interface, particularly the application of financial portfolio theory to customer management. Dr. Hutt’s research has been published in the Journal of Marketing, Journal of Marketing Research, MIT Sloan Management Review, Journal of Retailing, Journal of the Academy of Marketing Science, and other scholarly journals. He is also the co-author of Macro Marketing (John Wiley & Sons) and contributing author of Marketing: Best Practices (South-Western).

Thomas W. Speh

Thomas W. Speh, PhD, is Professor of Marketing Emeritus and former Associate Dean at the Farmer School of Business, Miami University (Ohio). Dr. Speh earned his PhD from Michigan State University. Prior to his tenure at Miami, Dr. Speh taught at the University of Alabama. Dr. Speh has been a regular participant in professional marketing and logistics meetings and has published articles in a number of academic and professional journals, including the Journal of Marketing, Sloan Management Review, Harvard Business Review, Journal of the Academy of Marketing Sciences, Journal of Business Logistics, Journal of Retailing, Journal of Purchasing and Materials Management, and Industrial Marketing Management. He was the recipient of the Beta Gamma Sigma Distinguished Faculty award for excellence in teaching at Miami University’s School of Business and of the Miami University Alumni Association’s Effective Educator award. Dr. Speh has been active in both the Warehousing Education and Research Council (WERC) and the Council of Logistics Management (CLM). He has served as president of WERC and as president of the CLM. Dr. Speh has been a consultant on strategy issues to such organizations as Xerox, Procter & Gamble, Burlington Northern Railroad, Sara Lee, J. M. Smucker Co., and Millenium Petrochemicals, Inc.