商业营销管理：B2B，第13版

English | 2024 | ISBN: 0357718232 | 428 pages | True PDF | 8.89 MB

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 also explore how digital-first engagement preferences of B2B buyers are transforming customer relationship processes. MindTap digital resources are available to reinforce your understanding of key marketing strategies.

英文| 2024 |国际标准图书编号：0357718232 | 428页|真PDF | 8.89 MB 通过Hutt/Speh/Hoffman的商业营销管理：B2B，13E，了解最新的行业趋势和当今充满活力的B2B市场。本版将概念与现实世界的决策和最佳实践联系起来。新内容强调ESG（环境、社会、治理）框架，而新的讨论则强调了创新飞轮和营销新标准——全渠道战略等发展。您回顾了消费品和B2B营销之间的异同。修订后的内容侧重于市场分析、组织购买行为、关系管理和营销策略，以接触组织客户。新的数字剧本和智能互联产品的扩展内容也探讨了B2B买家的数字优先参与偏好如何改变客户关系流程。MindTap数字资源可用于加强您对关键营销策略的理解。

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