Higher Education

eBook for B2B Marketing: A South-Asian Perspective

Author(s): Michael D. Hutt | Dr. Dheeraj Sharma | Thomas W. Speh | K. Douglas Hoffman

ISBN: 9789360534301

13th Edition

Copyright: 2024

India Release: 2024

₹985

Binding: eBook

Pages: 552

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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.

  • Emphasizes on ESG (Environmental, Social, and Governance) Framework
  • Provides an insight on Supply Chain Resilience
  • Highlights Omnichannel—the new standard in marketing
  • Focuses on Relationship Marketing Strategies
  • Emphasizes on Marketing Excellence—preparing for Success
  • Introduces the Innovation Flywheel and elaborates on Smart, Connected Products
  • Chapter introduction provides a preview of chapter material that follows
  • Discussion questions at the end of each chapter help in putting the theory into practice
  • Richly illustrated discussions highlight best practices
  • A careful balance is kept between global and Indian/Asian business scenarios

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.