Catálogo bibliográfico
Bibliographic catalog
Business marketing management : a strategic view of industrial and organizational markets / Michael D. Hutt, Thomas W. Speh
Main Author Hutt, Michael D. Coauthor Speh, Thomas W. Edition 4th ed. Publication Fort Worth : The Dryden Press, cop. 1992 Description xxvi, 749 p. : il. ; 24 cm ISBN 0-03-054167-0 Topical name Marketing - Gestão CDU 658.8| Item type | Current location | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| Book | Biblioteca Universidade Europeia (Lispólis) | 658.8 HUT/BUS | Available | Doação Pinto e Castro | UE23537 |
Total holds: 0
Contents
Part I - The environment of business marketing
1. A business marketing perspective
2. The business market: perspectives on the organizational buyer
Part II - The organizational buying process
3. Dimensions of organizational buying
4. Organizational buying behavior
Part III - Assessing market opportunities
5. Business marketing intelligence
6. Segmenting the business market
7. Organizational demand analysis
Part IV - Formulating business marketing strategy
8. Business marketing planning: strategic perspectives
9. Business marketing strategies for global markets
10. Managing the product line for business markets
11. Managing innovation and new industrial product development
12. Managing services for business markets
13. Managing business marketing channels
14. Business marketing channels: the logistical interface
15. Managing the industrial pricing function
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
Part VI - Cases
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