Författare: Michael D. Hutt; Thomas W. Speh; Douglas Hoffman
E-bok ISBN: 9780357718278
ISBN: 9780357718230
Språk: English
Upplaga: 13
Utgivningsår:
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 and the impact of the internet also explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes and marketing strategies.
Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
