Alfred Street (University of Auckland Store)
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Business Marketing Management : B2B
Hardback Edition: 13
Present a comprehensive overview that details the most recent industry trends with Hutt/Speh/Hoffman's Business Marketing Management : B2B, 13E. This edition introduces today's dynamic B2B market using a managerial approach that ties concepts to real-world decision making and to best practices. New content emphasizes the book's ESG (environmental, social, governance) framework, while new discussions highlight omnichannel, the innovation flywheel and insights into supply chain resilience. Students review similarities and differences between consumer goods and B2B marketing as they focus 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 explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes and marketing strategies. MindTap digital resources further reinforce content.
Publisher : Wadsworth
Publication date : 2023-03-01
Subjects: Non-fiction, Business / Law, Marketing, Sales & Marketing Management