Business Marketing Management: B2B
By Michael D. Hutt, Thomas W. Speh, Douglas Hoffman
About your course materials
Present a comprehensive overview that details the most recent industry trends with Hutt/Speh/Hoffman's BUSINESS MARKETING MANAGEMENT: B2B, 13E. This edition introduces today's dynamic B2B market using a managerial approach that ties concepts to real-world decision making and to best practices. New content emphasizes the book's ESG (environmental, social, governance) framework, while new discussions highlight omnichannel, the innovation flywheel and insights into supply chain resilience. Students review similarities and differences between consumer goods and B2B marketing as they focus 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 explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes and marketing strategies. MindTap digital resources further reinforce content.
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MindTap for Hutt/Speh/Hoffman's Business Marketing Management: B2B, 13th Edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of y…
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MindTap for Hutt/Speh/Hoffman's Business Marketing Management: B2B, 13th Edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of y…
MindTap for Hutt/Speh/Hoffman's Business Marketing Management B2B, 1 term Instant Access
MindTap for Hutt/Speh/Hoffman's Business Marketing Management: B2B, 13th Edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of y…
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About this product
Present a comprehensive overview that details the most recent industry trends with Hutt/Speh/Hoffman's BUSINESS MARKETING MANAGEMENT: B2B, 13E. This edition introduces today's dynamic B2B market using a managerial approach that ties concepts to real-world decision making and to best practices. New content emphasizes the book's ESG (environmental, social, governance) framework, while new discussions highlight omnichannel, the innovation flywheel and insights into supply chain resilience. Students review similarities and differences between consumer goods and B2B marketing as they focus 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 explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes and marketing strategies. MindTap digital resources further reinforce content.
NEW AND REVISED LEARNING AIDS HELP STUDENTS MAXIMIZE THEIR STUDY TIME. Each chapter provides an overview, highlights key concepts and includes several carefully chosen examples of contemporary business marketing in practice to assist students in meaningful review. In addition, every chapter includes a cogent summary and a set of proactive discussion questions.
THIS EDITION EMPHASIZES RELATIONSHIP MARKETING STRATEGIES. This text offers expansive coverage of the drivers of relationship marketing effectiveness. Students also study the financial impact of relationship marketing programs.
STEP-BY-STEP PLANS GUIDE STUDENTS IN ESTABLISHING A PROFITABLE B2B BRAND. This edition draws from the authors' extensive experience to outline specific steps for building and managing a valuable and successful B2B brand in today's competitive business environment.
A TIMELY AND RICHLY-ILLUSTRATED DISCUSSION HIGHLIGHTS BEST PRACTICES. Students gain insights into the best practices and proven methods for tailoring marketing communications and selling strategies across the customer decision journey.
Table of contents
Chapters
Part 1. The Environment of Business Marketing
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