Higher Education

Business Marketing Management: B2B, 10th Edition

  • Michael D. Hutt Arizona State University
  • Thomas W. Speh Miami University - Ohio
  • ISBN-10: 032458167X  |  ISBN-13: 9780324581676
  • 672 Pages
  • Previous Editions: 2007, 2004, 2001
  • © 2010 | Published
  • College Bookstore Wholesale Price = $225.00
  *Why an online review copy?
  • It's the greener, leaner way to review! An online copy cuts down on paper and on time. Reduce the wait (and the weight) of printed texts. Your online copy arrives instantly, and you can review it anytime from your computer or favorite mobile device.

If you prefer a print copy to review, please contact your representative.



BUSINESS MARKETING MANAGEMENT, 10th Edition 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. This comprehensive market leader highlights the similarities between consumer goods and business-to-business marketing; presents a managerial rather than a descriptive treatment of business marketing; and reflects the growing body of literature and emerging trends in business marketing practice. Each chapter provides an overview, highlights key concepts, and includes several carefully chosen examples of contemporary business marketing practice as well as a cogent summary and a set of proactive discussion questions.

Features and Benefits

  • Managerial Perspective: The authors present a managerial rather than a descriptive treatment of business marketing, tying text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face.
  • Consumer Goods and B2B Marketing: Highlighting the similarities and emphasizing the differences between consumer goods and business-to-business marketing, this 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.
  • End-of-Text Cases: A well-balanced mix of cases found at the end of the book enables instructors to tailor the course to their own students and teaching preferences. The cases, which vary in length but are longer than the end-of-chapter cases, feature prominent companies and isolate one or more business marketing problems for students to analyze.
  • Chapter Objectives: Each chapter opens with a short overview, which includes key learning objectives that students should be aware of and understand after reading the chapter.
  • End-of-Chapter Summary: Every chapter concludes 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. Segmenting the Business Market and Estimating Segment Demand.
6. Business Marketing Planning: Strategic Perspectives.
7. Business Marketing Strategies for Global Markets.
8. Managing Products for Business Markets.
9. Managing Innovation and New Industrial Product Development.
10. Managing Services for Business Markets.
11. Managing Business Marketing Channels.
12. E-Commerce Strategies for Business Markets.
13. Supply Chain Strategies.
14. Pricing Strategy for Business Markets.
15. Business Marketing Communications: Advertising and Sales Promotion.
16. Business Marketing Communications: Managing the Personal Selling Function.
17. Marketing Performance Measurement.

What's New

  • Relationship Marketing Strategies: new and expanded coverage of the drivers of relationship marketing effectiveness and the financial impact of relationship marketing programs.
  • Strategic Alliances: a timely and richly illustrated discussion of the determinants and social ingredients of alliance success.
  • Strong B2B Brands: specific steps for building and managing a profitable B2B brand.
  • Marketing Performance Measurement: a timely treatment of specific metrics for measuring the impact of marketing strategy decisions on firm performance.
  • A Value-Based Approach for Pricing: a timely description of a framework for identifying and measuring value by customer segment.
  • A Customer-Centered Approach to Channel Design: a fresh approach for designing channels from the bottom up, rather than the top down.
  • Other new topics of interest: the new edition includes expanded treatment of customer experience management, corporate entrepreneurship, strategic positioning, and the emerging trends in online advertising strategies.
  • Chapters combined: Based on review feedback, the previous edition's chapters on segmenting the business market and organizational demand analysis have been combined to one comprehensive chapter—Segmenting the Business Market and Estimating Segment Demand.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Bundle: Business Marketing Management: B2B, 10th + Global Economic Crisis GEC Resource Center Printed Access Card

ISBN-10: 0538765526 | ISBN-13: 9780538765527

List Price = $298.95  | CengageBrain Price = $298.95  | College Bookstore Wholesale Price = $225.00

This Bundle Includes:

  • Business Marketing Management: B2B
    List Price = $299.95  | CengageBrain Price = $299.95  | College Bookstore Wholesale Price = $225.00
  • Global Economic Watch GEC Resource Center Printed Access Card
    List Price = $30.00  | College Bookstore Wholesale Price = $22.50

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.