ENGLISH

Business Marketing Management: B2B

By Michael Hutt , Thomas Speh , Douglas Hoffman

Book information

Publisher
Cengage Learning
Year
2023
ISBN
0357718232, 9780357718230
Language
english
Format
PDF
Filesize
9 MB (9317301 bytes)
Edition
13
Pages
352\428
Topic
Business Marketing
Time added
2024-09-21 03:42:14

Description

Gain an understanding of the most recent industry trends and today's dynamic B2B market with Hutt/Speh/Hoffman's BUSINESS MARKETING MANAGEMENT: B2B, 13E. This edition ties concepts to real-world decision making and to best practices. New content emphasizes an ESG (Environmental, Social, Governance) framework, while new discussions highlight developments such as the innovation flywheel and the new standard in marketing -- omnichannel strategy. You review similarities and differences between consumer goods and B2B marketing. Revised content focuses 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 also explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes. MindTap digital resources are available to reinforce your understanding of key marketing strategies.

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