Michael Hutt Business Marketing Management

ISBN 13: 9780324361049

Business Marketing Management

Valutazione media 3,33
( su 24 valutazioni fornite da Goodreads )
 
9780324361049: Business Marketing Management

Providing the most current and complete treatment of business-to-business marketing, this comprehensive market leader captures and integrates the latest developments in market analysis, relationship management, supply chain management, and marketing strategy development. Popular in both the United States and Europe since its first edition, the text provides expanded treatment of relationship strategies, the technology adoption life cycle, strategy formulation in high-tech industries, new product and service development for business markets, and Internet strategies. Features: * Highlighting the similarities and emphasizing the differences between consumer goods and business-to-business marketing, Business Marketing Management focuses on market analysis, organizational buying behaviour, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. * The authors present a managerial rather than descriptive treatment of business marketing, tying text material directly to business marketing management decision making. * A well-balanced mix of cases enables instructors to tailor the course to their own students and teaching preferences. The cases, which vary in length, feature such prominent companies as Hewlett-Packard and PeopleSoft. * Chapter review questions are integrated with learning objectives and emphasize key issues in each chapter. New to this edition: * Relationship marketing coverage has been expanded with the completely revised and rewritten Chapter 4 relationship strategies for business markets. * A stronger, more in-depth emphasis on the dynamic high-tech market includes Chapter 8's new coverage of marketing strategy formulation. Additionally, Chapter 10 highlights the technology adoption life cycle and marketing strategies for high-tech products, providing students with a framework for understanding the strategies behind successful high-tech product launches. * An operational treatment of the marketing control process integrates the central themes of the text.

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About the Author:

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, 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.

Review:

“The writing is clear and accessible for the targeted audience (not too complex and detailed yet provides appropriate substance), and the cases are timely and diverse.â€

" I find that each (chapter) topic is more than adequately represented in the end of chapter materials. I have various items that I can use to teach this course and for this I am extremely grateful." "Probably the biggest strength of this book is that it has no obvious 'holes'. I have been teaching business marketing for twenty years and I don find any major area that is not at least mentioned in this text."

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Michael Hutt
Editore: South-Western, Div of Thomson (2006)
ISBN 10: 0324361041 ISBN 13: 9780324361049
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Descrizione libro South-Western, Div of Thomson, 2006. Paperback. Condizione libro: New. Codice libro della libreria P110324361041

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Michael Hutt
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