《商務行銷管理第七版》是2001年01月由北京理工大學出版社出版的 一本圖書，作者為Michael D. Hutt Arizona State University Michigan 。
基本介紹
- 書名：商務行銷管理第七版
- 作者：Michael D. Hutt Arizona State University Michigan
- 原版名稱：Business Marketing Management:A Strategic View of Industrial and Organizational Markets, 7th
- ISBN：9780030291791 [十位:0030291798]
- 頁數：752
- 出版社：北京理工大學出版社
- 出版時間：2001年01月
圖書評價,內容簡介,圖書目錄,作者簡介,
圖書評價
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.
內容簡介
自第一版面世以來，本書就一直是歐洲及美國大學深受歡迎的行銷學教材。本版中還增加了有關關係戰略、產品壽命周期的技術使用、高技術企業中的戰略公式、商務行銷中的最新產品及服務發展以及網上戰略等方面的內容。原名《Business Marketing Management:A Strategic View of Industrial and Organizational Markets, 7th》。
圖書目錄
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. Relationship Strategies for Business Markets.
Part III. Assessing Market Opportunities.
5. E-Commerce Strategies for Business Markets.
6. Supply Chain Management.
Part IV. Formulating Business Marketing Strategy.
7. Segmenting the Business Market.
8. Organizational Demand Analysis.
9. Business Marketing Planning: Strategic Perspectives.
10. Business Marketing Strategies for Global Markets.
11. Managing Products for Business Markets.
12. Managing Innovation and New Industrial Product Development.
13. Managing Services for Business Markets.
14. Managing Business Marketing Channels.
15. Pricing Strategy for Business Markets.
16. Business Marketing Communications: Advertising and Sales Promotion.
17. Business Marketing Communications: Managing the Personal Selling Function.
Part V. Evaluating Business Marketing Strategy and Performance.
18. Controlling Business Marketing Strategies.
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. Relationship Strategies for Business Markets.
Part III. Assessing Market Opportunities.
5. E-Commerce Strategies for Business Markets.
6. Supply Chain Management.
Part IV. Formulating Business Marketing Strategy.
7. Segmenting the Business Market.
8. Organizational Demand Analysis.
9. Business Marketing Planning: Strategic Perspectives.
10. Business Marketing Strategies for Global Markets.
11. Managing Products for Business Markets.
12. Managing Innovation and New Industrial Product Development.
13. Managing Services for Business Markets.
14. Managing Business Marketing Channels.
15. Pricing Strategy for Business Markets.
16. Business Marketing Communications: Advertising and Sales Promotion.
17. Business Marketing Communications: Managing the Personal Selling Function.
Part V. Evaluating Business Marketing Strategy and Performance.
18. Controlling Business Marketing Strategies.
作者簡介
Michael D. Hutt, Arizona State University
Michigan State University
Thomas W. Speh, Miami University, Ohio
Michigan State University
Michigan State University
Thomas W. Speh, Miami University, Ohio
Michigan State University
