This new edition has been fully revised with new and updated case studies from a variety of regions.
Business Marketing Management B2B
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 ...
A fantastic addition to any library or course' - Dr Judy Zolkiewski, Senior Lecturer in Business-to-Business Marketing, Manchester Business School 'The advantage of the approach taken by Brennan and his colleagues is that this book manages ...
This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts.
Business Marketing Management: A Strategic View of Industrial and Organizational Markets
This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM and social media as well as personal selling.
Kotler, Philip, Waldemar Pfoertsch, and Uwe Sponholz (2020), H2H Marketing: The Genesis of Human-to-Human Marketing, 1st edn, Springer. Lang, Nikolaus, Konrad von Szczepanski, and Charline Wurzer (2019), “The Emerging Art of Ecosystem ...
Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
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.