Business Marketing Management: B2B

BUSINESS MARKETING MANAGEMENT, 10th Edition is structured to provide a complete and timely treatment of business marketing while minimizing the degree of overlap with other courses in the marketing curriculum. This comprehensive market leader highlights the similarities between consumer goods and business-to-business marketing; presents a managerial rather than a descriptive treatment of business marketing; and reflects the growing body of literature and emerging trends in business marketing practice. Each chapter provides an overview, highlights key concepts, and includes several carefully chosen examples of contemporary business marketing practice as well as a cogent summary and a set of proactive discussion questions.

Managerial Perspective: The authors present a managerial rather than a descriptive treatment of business marketing, tying text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face.
Consumer Goods and B2B Marketing: Highlighting the similarities and emphasizing the differences between consumer goods and business-to-business marketing, this 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.
End-of-Text Cases: A well-balanced mix of cases found at the end of the book enables instructors to tailor the course to their own students and teaching preferences. The cases, which vary in length but are longer than the end-of-chapter cases, feature prominent companies and isolate one or more business marketing problems for students to analyze.
Chapter Objectives: Each chapter opens with a short overview, which includes key learning objectives that students should be aware of and understand after reading the chapter.
End-of-Chapter Summary: Every chapter concludes with a summary of the key concepts and learning objectives highlighted at the beginning of each chapter, helping students to recognize the key issues discussed.

Michael D. Hutt
Michael D. Hutt is the Ford Motor Company Distinguished Professor 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 cross-functional role that marketing managers assume in the formation of strategy. 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 co-author of MACRO MARKETING (John Wiley & Sons). He is a member of the editorial review boards of the JOURNAL OF BUSINESS-TO-BUSINESS MARKETING, JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, INDUSTRIAL MARKETING MANAGEMENT, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and JOURNAL OF STRATEGIC MARKETING. For his 2000 contribution to MIT SLOAN MANAGEMENT REVIEW, he received the Richard Beckhard Prize. Serving in various leadership roles for American Marketing Association programs, he co-chaired the Faculty Consortium on Strategic Marketing Management. Dr. Hutt has consulted on marketing strategy issues for such firms as IBM, Motorola, Honeywell, AT&T, Arvin Industries, ADT, and Black-Clawson, as well as for the food industry's Public Policy Subcommittee on the Universal Product Code. He received his Ph.D. from Michigan State University.
Thomas W. Speh
Thomas W. Speh is Professor of Marketing Emeritus and Associate Director of MBA Programs at the Farmer School of Business, Miami University (Ohio). Prior to his tenure at Miami, he taught at the University of Alabama. A regular participant in professional marketing and logistics meetings, Dr. Speh 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 received the Beta Gamma Sigma Distinguished Faculty award for excellence in teaching at Miami University's School of Business and the Miami University Alumni Association's Effective Educator award. Active in both the Warehousing Education and Research Council and the Council of Logistics Management, Dr. Speh has served as president of WERC and as president of the CLM. He has consulted on strategy issues for such organizations as Xerox, Procter & Gamble, Burlington Northern Railroad, Sara Lee, J.M. Smucker Co., and Millennium Petrochemicals, Inc. He earned his Ph.D. from Michigan State University.

PREFACE.
PART I: THE ENVIRONMENT OF BUSINESS MARKETING.
1. A Business Marketing Perspective.
2. The Business Market: Perspectives on the Organizational Buyer.
PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING.
3. Organizational Buying Behavior.
4. Customer Relationship Management Strategies for Business Markets.
PART III: ASSESSING MARKET OPPORTUNITIES.
5. Segmenting the Business Market and Estimating Segment Demand.
PART IV: FORMULATING BUSINESS MARKETING STRATEGY.
6. Business Marketing Planning: Strategic Perspectives.
7. Business Marketing Strategies for Global Markets.
8. Managing Products for Business Markets.
9. Managing Innovation and New Industrial Product Development.
10. Managing Services for Business Markets.
11. Managing Business Marketing Channels.
12. E-Commerce Strategies for Business Markets.
13. Supply Chain Strategies.
14. Pricing Strategy for Business Markets.
15. Business Marketing Communications: Advertising and Sales Promotion.
16. Business Marketing Communications: Managing the Personal Selling Function.
PART V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.
17. Marketing Performance Measurement.
Cases.
Glossary.
Index.