Business marketing management : B2B

dc.contributor.author	Hutt, Michael D.
dc.contributor.author	Speh, Thomas W.
dc.date.issued	2013
dc.identifier.isbn	978-1-133-18957-2; 1-133-18957-1
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/6919
dc.description.abstract	This book 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.
dc.format	xxx, 444 p. : ill.
dc.language.iso	en
dc.publisher	South-Western. Cengage Learning
dc.subject	Industrial marketing
dc.subject	Industrial procurement
dc.subject	Management
dc.title	Business marketing management : B2B
dc.type	Book
dc.description.version	11th edition