B2B Marketing: A South-Asian Perspective
ISBN: 9789360532062
Higher Education
Author(s): Michael D. Hutt | Dr. Dheeraj Sharma | Thomas W. Speh | K. Douglas Hoffman
ISBN: 9789360534301
13th Edition
Copyright: 2024
India Release: 2024
Binding: eBook
Pages: 552
A different set of challenges and opportunities exist for the business-to-business (B2B) marketer, who intends to serve the needs of organizations rather than individuals/households. The B2B marketing process is longer and largely governed by relationship marketing. Buying behaviour is more rational and there are multiple decision influencers. Demand for B2B products and services is less elastic than B2C, thus transactions are more, necessitating a more frequent and direct contact between the buyer and seller. The B2B market represents a lucrative and complex market worthy of specialized analysis.
Revised content focuses on market analysis, organizational buying behaviour, 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.
Part 1 The Environment of Business Marketing
1 A Business Marketing Perspective
Part 2 Managing Relationships in Business Marketing
2 Organizational Buying Behavior
3 Customer Relationship Management Strategies for Business Markets
Part 3 Assessing Market Opportunities
4 Segmenting the Business Market and Estimating Segment Demand
Part 4 Formulating Business Marketing Strategy
5 Business Marketing Planning: Strategic Perspectives
6 ESG and Business Marketing Strategies for Global Markets
7 Managing Products for Business Markets
8 Managing Innovation and New Industrial Product Development
9 Managing Services for Business Markets
10 Managing Business Marketing Channels: The Omnichannel Imperative
11 Supply Chain Management
12 Pricing Strategies for Business Markets
13 Marketing Communications and the Customer Decision Journey
14 B2B Sales Strategies for Digital-First Buyers
Part 5 Evaluating Business Marketing Strategy and Performance
15 Marketing Performance Measurement
Michael D. Hutt, PhD from Michigan State University, is the Ford Motor Company
Dheeraj P. Sharma, PhD from Louisiana Tech University, is Director, Indian Institute of Management Rohtak
Thomas W. Speh, PhD from Michigan State University
K. Douglas Hoffman, MBA and DBA from University of Kentucky, is Professor of Marketing and University Distinguished Teaching Scholar at Colorado State University.
