Business marketing management: a strategic view of industrial and organizational markets
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Fort Worth, Fla. [u.a.]
Harcourt College Publ.
2001
|
| Ausgabe: | 7. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXII, 716 S. |
| ISBN: | 0030291798 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804138751768657920 |
|---|---|
| adam_text | The Environment of
Business Marketing
1
Managing Relationships
in Business Marketing
85
Assessing Market
Opportunities
171
Formulating Business
Marketing Strategy
223
xiv
Preface ix
Chapter 1
A Business Marketing Perspective 3
Chapter 2
The Business Market:
Perspectives on the Organizational Buyer 30
Chapter 3
Organizational Buying Behavior 55
Chapter 4
Relationship Strategies for Business Markets 87
Chapter 5
E-Commerce Strategies for Business Markets 111
Chapter 6
Supply Chain Management 139
Chapter 7
Segmenting the Business Market 173
Chapter 8
Organizational Demand Analysis 194
Chapter 9
Business Marketing Planning: Strategic Perspectives 225
Chapter 10
Business Marketing Strategies for Global Markets 252
Evaluating Business
Marketing Strategy
and Performance
457
Contents in Brief • xv
Chapter 11
Managing Products for Business Markets 278
Chapter 12
Managing Innovation and New Industrial
Product Development 305
Chapter 13
Managing Services for Business Markets 329
Chapter 14
Managing Business Marketing Channels 355
Chapter 15
Pricing Strategy for Business Markets 383
Chapter 16
Business Marketing Communications:
Advertising and Sales Promotion 408
Chapter 17
Business Marketing Communications:
Managing the Personal Selling Function 432
Chapter 18
Controlling Business Marketing Strategies 459
Cases
482
Index
695
The Environment of
Business Marketing
1
Chapter 1
A Business Marketing Perspective 3
Business Marketing 4
Business Marketing Management 5
Business Markets Versus Consumer-Goods Markets 5
Marketing s Cross-Functional Relationships 7
Characteristics of Business Markets 9
Business and Consumer Marketing: A Contrast 11
Smucker: A Consumer and Business Marketer 11
INSIDE BUSINESS MARKETING:
Business-to-Business (B2B) E-Commerce 12
Distinguishing Characteristics 13
A Relationship Emphasis 14
The Supply Chain 14
The Internet and the Supply Chain 15
Build to Order 17
Procurement Trends and the Supply Chain 18
Managing Relationships in the Supply Chain 18
INSIDE BUSINESS MARKETING:
Career Profile: Managing Relationships at IBM 19
Business Market Customers 19
Commercial Enterprises as Consumers 20
Classifying Goods for the Business Market 21
Entering Goods 21
Foundation Goods 23
Facilitating Goods 23
Business Marketing Strategy 25
Illustration: Manufactured Materials and Parts 25
Illustration: Installations 25
Illustration: Supplies 25
A Look Ahead 26
Summary 28
Discussion Questions 28
xvii
xviii • Contents
Chapter 2
The Business Market: Perspectives on the
Organizational Buyer 30
Commercial Enterprises: Unique Characteristics 32
Distribution by Size 32
Geographical Concentration 32
Classifying Commercial Enterprises 33
The Purchasing Organization 33
Goals of the Purchasing Function 34
Strategic Procurement 35
INSIDE BUSINESS MARKETING:
The Supply Chain for McNuggets 36
How Purchasing Managers Evaluate Performance 41
INSIDE BUSINESS MARKETING:
ISO 9000: The International Quality Standard 42
ETHICAL BUSINESS MARKETING:
Globalization Requires New Ground Rules 44
Supplier Evaluation: Implications for the Marketer 44
Governments: Unique Characteristics 45
Influences on Government Buying 45
Understanding Government Contracts 45
Telling Vendors How to Sell: Useful Publications 46
Purchasing Organizations and Procedures: Government 46
Federal Buying 48
INSIDE BUSINESS MARKETING:
Jet Fighter Contract: A Flyoff Determines the Winner 49
A Different Strategy Required 49
The Institutional Market: Unique Characteristics 50
Institutional Buyers: Purchasing Procedures 50
Dealing with Diversity: A Market-Centered Organization 52
Summary 52
Discussion Questions 54
Chapter 3
Organizational Buying Behavior 55
The Organizational Buying Process 56
New Task 58
Straight Rebuy 59
Modified Rebuy 63
Forces Shaping Organizational Buying Behavior 67
Environmental Forces 67
Organizational Forces 69
Managing Relationships
in Business Marketing
85
Contents • xix
Organizational Positioning of Purchasing 70
INSIDE BUSINESS MARKETING:
Targeting Buying Infliientials: A Web Strategy 72
Group Forces 73
ETHICAL BUSINESS MARKETING:
Close Buyer-Seller Relationships Pose New Ethical Threats 75
Individual Forces 77
INSIDE BUSINESS MARKETING: Best Practices for Customer
Satisfaction in Business Marketing Firms 80
The Organizational Buying Process: Major Elements 81
Summary 82
Discussion Questions 83
Chapter 4
Relationship Strategies for Business Markets 87
Relationship Marketing 88
Types of Relationships 89
Value-Adding Exchanges 89
Nature of Relationships 90
Strategic Choices 90
Buyer-Seller Connector 90
Information Exchange 91
Operational Linkages 91
Legal Bonds 92
Cooperative Norms 92
Relationship-Specific Adaptations by the Seller or Buyer 92
Market and Situational Factors 92
Customer Evaluation of Suppliers 93
INSIDE BUSINESS MARKETING:
Understanding the Customer s Business—The Key to Success 94
Managing Buyer-Seller Relationships 94
Transactional Exchange 94
Collaborative Exchange 94
Strategy Guidelines 95
Relationship Marketing Strategies 96
Capturing Relationship Data 96
Account Selection 98
Developing Account-Specific Product Offerings 98
Implementing Relationship Strategies 100
Evaluating Relationship Strategy Outcomes 101
INSIDE BUSINESS MARKETING: World Class Leaders 102
Strategic Alliances 102
xx • Contents
Benefits of Strategic Alliances 102
Alliance Management Challenges 103
Determinants of Alliance Success 104
INSIDE BUSINESS MARKETING:
The Internet Helps Cisco Systems Serve Customers 105
The Social Ingredients of Alliance Success 107
Summary 109
Discussion Questions 109
Chapter 5
E-Commerce Strategies for Business Markets 111
Defining E-Commerce 113
Key Elements Supporting E-Commerce 114
The Internet and World Wide Web 114
Intranets and Extranets 116
The Strategic Role of E-Commerce 117
E-Commerce As a Strategic Component 118
What the Internet Can Do 118
Crafting an E-Commerce Strategy 120
Delineating E-Commerce Objectives 120
Specific Objectives of Internet Marketing Strategies 122
Internet Strategy Implementation 124
The Internet Product 124
INSIDE BUSINESS MARKETING:
AMP s Search Engine Makes Finding Products Easy 128
Channel Considerations with Internet Marketing 131
The Internet as a Channel Alternative 133
The Impact of the Internet on Pricing Strategy 134
The Internet and Customer Communications 135
The Internet s Expanding Role 136
Summary 137
Discussion Questions 137
Chapter 6
Supply Chain Management 139
The Concept of Supply Chain Management 141
Partnerships: The Critical Ingredient 142
Supply Chain Management: A Tool for
Competitive Advantage 143
Supply Chain Management Goals 144
Benefits to the Final Customer 146
Assessing Market
Opportunities
171
Contents • xxi
The Financial Benefits Perspective 147
The SCM Improvement Perspective 147
Information and Technology Drivers 147
Successfully Applying the Supply Chain
Management Approach 150
INSIDE BUSINESS MARKETING: Supply Chain Management
Delivers the Office Furniture On Time 151
Successful Supply Chain Practices 151
Logistics as the Critical Element in Supply
Chain Management 153
Distinguishing between Logistics and
Supply Chain Management 154
Managing Flows 155
Timely Logistics Support 155
A Source of Competitive Advantage 155
Sales-Marketing-Logistics Integration 156
Just-in-Time Systems 156
Total-Cost Approach 157
Calculating Logistics Costs 159
Activity-Based Costing 159
Total Cost of Ownership (TCO) 159
Business-to-Business Logistical Service 159
Logistics Service Impacts on the Customer 160
Determining the Level of Service 160
Logistics Impacts on Other Supply Chain Participants 161
Business-to-Business Logistical Management 163
Logistical Facilities 163
Transportation 164
Inventory Management 165
Logistics Information Systems 167
Third-Party Logistics 167
INSIDE BUSINESS MARKETING:
Case Corporation Constructs a Logistics Model for the Future 168
Summary 169
Discussion Questions 170
Chapter 7
Segmenting the Business Market 173
Business Market Segmentation Requirements and Benefits 174
Requirements 175
Evaluating the Competitive Environment 175
Evaluating the Technological Environment 176
xxii • Contents
INSIDE BUSINESS MARKETING: Segm-entation at Cisco.com 177
Benefits 177
Bases for Segmenting Business Markets 178
Macrolevel Bases 179
Illustration: Macrosegmentation 183
Microlevel Bases 183
INSIDE BUSINESS MARKETING: Strategy is Revolution 186
Illustration: Microsegmentation 188
A Model for Segmenting the Organizational Market 189
Choosing Market Segments 189
Making a Commitment 191
Implementing a Segmentation Strategy 191
Summary 191
Discussion Questions 192
Chapter 8
Organizational Demand Analysis 194
Organizational Demand Analysis 195
Using the Internet for Business Marketing Research 195
The Role of Market Potential in Planning and Control 198
The Role of the Sales Forecast 200
Applying Market Potential and the Sales Forecast 201
Determining Market and Sales Potentials 202
Statistical Series Methods 202
INSIDE BUSINESS MARKETING:
DeepCanyon.com—A Valuable Resource for Market Analysis 203
Market Research 205
The Essential Dimensions of Sales Forecasting 208
General Approaches to Forecasting 208
The Forecasting Time Frame 210
Forecasting Methods 210
INSIDE BUSINESS MARKETING:
Forecasting Accuracy Depends on . . . 211
Qualitative Techniques 211
Quantitative Techniques 214
ETHICAL BUSINESS MARKETING:
The Wrong Way to Use Forecasting 217
Using Several Forecasting Techniques 218
Technique Selection 219
Summary 220
Discussion Questions 220
Exercises 221
Formulating Business
Marketing Strategy
223
Contents • xxiii
Chapter 9
Business Marketing Planning: Strategic Perspectives 225
Market-Driven Organizations 226
Capabilities of Market-Driven Organizations 227
Dimensions of Market-Driven Management 228
Assessing Competitive Advantage 231
Sources of Advantage 231
Figures of Merit 233
Positions of Advantage 233
Converting Skills and Resources into Superior Positions 234
Marketing s Strategic Role 235
The Hierarchy of Strategies 235
Strategy Formulation and the Hierarchy 237
Creating Strategy in High-Technology Industries 239
Discontinuous Innovation Strategies 240
Marketing s Cross-Functional Relationships 244
Cross-Functional Connections 244
Functionally Integrated Planning:
The Marketing Strategy Center 246
The Business Marketing Planning Process 248
The Marketing Plan 248
Summary 249
Discussion Questions 250
Chapter 10
Business Marketing Strategies for Global Markets 252
Drivers of Globalization 254
Market Factors 254
Economic Factors 257
Environmental Factors 257
INSIDE BUSINESS MARKETING:
Innovative Solutions for the Environment 258
Competitive Factors 258
International Market-Entry Options 259
Exporting 259
Contracting 260
Strategic Alliances 261
Joint Ventures 262
Multidomestic versus Global Strategies 264
ETHICAL BUSINESS MARKETING:
Bribery and Differing Business Practices 265
xxiv • Contents
International Strategy and the Value Chain 266
Evolution of International Marketing Strategy 269
INSIDE BUSINESS MARKETING:
Iridium: A Global Satellite Phone System that Didn t Fly 2 70
Pre-Internationalization 270
Phase One: Initial International Market Entry 271
INSIDE BUSINESS MARKETING:
Global Account Management at IBM 272
Phase Two: Local Market Expansion 273
Phase Three: Global Orientation 274
Summary 275
Discussion Questions 276
Chapter 11
Managing Products for Business Markets 278
Core Competencies: The Roots of Industrial Products 279
Identifying Core Competencies 280
Sustaining the Lead 280
INSIDE BUSINESS MARKETING:
The Meaning of Market Influence 282
From Core Products to End Products 282
Exploiting Selected Core Competencies 283
Product Quality 284
Meaning of Quality 284
Meaning of Value 285
Value in Use 286
Product Support Strategy: The Service Connection 286
Product Policy 287
Types of Product Lines Defined 287
Defining the Product Market 289
Assessing Global Product-Market Opportunities 290
INSIDE BUSINESS MARKETING: High-Growth Market Blues 292
Planning Industrial Product Strategy 292
Product Positioning 292
Determinant Attributes 293
Strategy Matrix 293
Managing Products in High-Technology Markets 294
Managing a High-Tech Brand 294
Isolating Technology Adopters 298
The Technology Adoption Life Cycle 299
INSIDE BUSINESS MARKETING:
The Gorilla Advantage in High-Tech Markets 300
Contents • xxv
Summary 302
Discussion Questions 303
Chapter 12
Managing Innovation and New Industrial
Product Development 305
The Management of Innovation 306
Patterns of Strategic Behavior 307
INSIDE BUSINESS MARKETING: The Angels of Silicon Valley 309
Bringing Silicon Valley Inside 309
Managing Technology 311
Classifying Development Projects 311
A Product Family Focus 312
Innovation Winners in High-Technology Markets 312
INSIDE BUSINESS MARKETING:
Patching: The New Corporate Strategy in Dynamic Markets 313
The New Product Development Process 314
What Drives a Firm s New Product Performance? 316
Sources of New Product Ideas 317
Cross-Functional Barriers 319
A Team-Based Process 321
Quality Function Deployment 322
Determinants of New Product Performance
and Timeliness 323
The Determinants of Success 324
INSIDE BUSINESS MARKETING:
From Bullet-Point Plans to Strategic Stories at 3M 325
Determinants of Product Success for Japanese Companies 325
Fast-Paced Product Development 326
Summary 327
Discussion Questions 327
Chapter 13
Managing Services for Business Markets 329
Business Services: Role and Importance 330
Product Support Services 331
Pure Services 333
Business Service Marketing: Special Challenges 333
INSIDE BUSINESS MARKETING: You ve Got Too Much Mail! 334
Services Are Different 334
Tangible or Intangible? 334
xxvi • Contents
Simultaneous Production and Consumption 336
Service Variability 336
Service Perishability 337
Non-Ownership 337
Service Quality 337
Dimensions of Service Quality 338
Customer Satisfaction and Loyalty 338
Zero Defections 339
Return on Quality 340
Marketing Mix for Business Service Firms 340
Segmentation 340
Service Packages 341
Pricing Business Services 343
Services Promotion 345
Services Distribution 347
INSIDE BUSINESS MARKETING:
Caterpillar s Close Connections with Global Customers 349
Developing New Services 349
Scenarios for Success and Failure 351
Summary 353
Discussion Questions 354
Chapter 14
Managing Business Marketing Channels 355
The Business Marketing Channel 356
Direct Distribution 357
INSIDE BUSINESS MARKETING: IBM Uses the Internet to
Collaborate with Channel Partners and Build Customer Loyalty 358
Indirect Distribution 358
Many Channels Are Often Required 359
E-Channels 359
Participants in the Business Marketing Channel 361
Distributors 361
INSIDE BUSINESS MARKETING:
Distributor Alliances Respond to Changing Customer Needs 3 62
Manufacturers Representatives 364
Channel Design 365
Stage 1: Channel Objectives 366
Stage 2: Channel Design Constraints 367
Stage 3: Pervasive Channel Tasks 367
Stage 4: Channel Alternatives 369
Contents • xxvii
Stage 5: Channel Selection 372
Channel Administration 373
Selection of Channel Members 374
Motivating Channel Members 374
INSIDE BUSINESS MARKETING:
Champion Distributor: W. W. Grainger, Inc. 376
Conflict: The Need for Relationship Management 377
International Business Marketing Channels 378
Domestic Intermediaries 378
Foreign-Based Intermediaries 379
Company-Organized Sales Force 380
Summary 381
Discussion Questions 382
Chapter 15
Pricing Strategy for Business Markets 383
The Meaning of Price in Business Markets 384
Benefits 385
Costs 386
INSIDE BUSINESS MARKETING:
Create Value-Based Sales Took 387
The Industrial Pricing Process 387
Price Objectives 388
Demand Determinants 388
Cost Determinants 393
Competition 396
INSIDE BUSINESS MARKETING:
The Price/Performance Engine in High-Technology Marketing 397
Pricing Across the Product Life Cycle 399
ETHICAL BUSINESS MARKETING:
On Ethics and Pricing at Raytheon 400
Pricing New Products 400
Tactical Pricing 402
Legal Considerations 403
Competitive Bidding 403
Closed Bidding 404
Open Bidding 404
Strategies for Competitive Bidding 404
Summary 406
Discussion Questions 407
xxviii • Contents
Chapter 16
Business Marketing Communications:
Advertising and Sales Promotion 408
The Role of Advertising 409
Integrated Communication Programs 409
Advertising: Enhancing Sales Effectiveness 410
Advertising: Increased Sales Efficiency 411
Advertising: Creating Awareness 411
What Business-to-Business Advertising Cannot Do 412
Managing Business-to-Business Advertising 412
Defining Advertising Objectives 412
Written Objectives 412
Determining Advertising Expenditures 414
Developing the Advertising Message 416
Selecting Advertising Media for Business Markets 417
Direct Marketing Tools 419
INSIDE BUSINESS MARKETING:
The Expanding Role of Internet Marketing 422
The Power of Internet Marketing Communications 422
Integrate the Internet into Media Plans 422
Capture the Economies of the Internet 422
Make Real-Time Changes 423
Create Unlimited Shelf Space for Products 423
Reach Customers on a Global Scale 423
Build One-to-One Relationships with Customers 423
Measuring Advertising Effectiveness 424
Measuring Impacts on the Purchase Decision 424
The Measurement Program 424
Managing Trade Show Strategy 425
Trade Shows: Strategy Benefits 426
Trade Show Investment Returns 426
Planning Trade Show Strategy 427
Trade Show Objectives 427
Selecting the Shows 427
Managing the Trade Show Exhibit 428
Evaluating Trade Show Performance 428
INSIDE BUSINESS MARKETING:
Using High Tech to Pursue Trade Show Leads 430
Summary 430
Discussion Questions 431
Evaluating Business
Marketing Strategy
and Performance
457
Content* • xxix
Chapter 17
Business Marketing Communications:
Managing the Personal Selling Function 432
Foundations of Personal Selling: An Organizational
Customer Focus 43 3
Organizational Buying Behavior 434
The Internet: Transforming the Selling Process 435
Relationship Marketing 437
Relationship Quality 438
Enhancing Customer Relationships with the Internet 439
Managing the Sales Force 439
Organizing the Personal Selling Effort 440
Organizing to Serve National Accounts 441
Sales Administration 443
INSIDE BUSINESS MARKETING: From National
to Global Account Management at Hewlett Packard 444
ETHICAL BUSINESS MARKETING: Ethics in Selling 449
Models for Industrial Sales Force Management 449
Deployment Analysis: A Strategic Approach 450
Customer Relationship Management Systems 451
Summary 454
Discussion Questions 455
Chapter 18
Controlling Business Marketing Strategies 459
The Balanced Scorecard 460
Financial Perspective 461
Customer Perspective 462
Internal Business Process Perspective 463
Learning and Growth Perspective 464
Marketing Strategy: Allocating Resources 466
Guiding Strategy Formulation 466
The Marketing Control Process 467
Informal Control Affects Behavior 467
Control at Various Levels 468
Strategic Control 468
Annual Plan Control 469
Efficiency and Effectiveness Control 471
Profitability Control 471
Feedforward Control 474
xxx • Contents
Implementation of Business Marketing Strategy 475
The Strategy-Implementation Fit 475
INSIDE BUSINESS MARKETING:
ABC Analysis Says, Change the 80-20 Rule to 20-225 476
Implementation Skills 476
The Marketing Strategy Center: An Implementation Guide 477
Looking Back 479
Summary 480
Discussion Questions 480
Cases 482
Case Planning Guide 482
Cisco Systems—Building and Marketing the
Global Networked Business 483
S. C. Johnson s Professional Division 509
Southwestern Ohio Steel Company, L.P:
The Matworks Decision 518
Roscoe Nondestructive Testing 530
Nypro Inc.: Strategy for Globalization 538
IBM Corporation: Anatomy of a Branding Campaign 560
W. L. Gore Associates, Inc.—1996: A Case Study 580
Barro Stickney, Inc. 604
Beta Pharmaceuticals: Pennsylvania Distribution System 609
Wind Technology 615
SAP AG (1995) 622
Augustine Medical, Inc.: The Bair Hugger®
Patient Warming System 631
Ohmeda Monitoring Systems 642
BWI Kartridg Pak 658
Ace Technical 677
Ethical Dilemmas in Business Marketing 692
Name Index 695
Subject Index 701
|
| any_adam_object | 1 |
| author | Hutt, Michael D. Speh, Thomas W. |
| author_facet | Hutt, Michael D. Speh, Thomas W. |
| author_role | aut aut |
| author_sort | Hutt, Michael D. |
| author_variant | m d h md mdh t w s tw tws |
| building | Verbundindex |
| bvnumber | BV023640397 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)247457184 (DE-599)BVBBV023640397 |
| dewey-full | 658.804 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.804 |
| dewey-search | 658.804 |
| dewey-sort | 3658.804 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 7. ed. |
| format | Book |
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| genre | 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| id | DE-604.BV023640397 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T21:33:10Z |
| institution | BVB |
| isbn | 0030291798 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017236747 |
| oclc_num | 247457184 |
| open_access_boolean | |
| owner | DE-523 DE-188 |
| owner_facet | DE-523 DE-188 |
| physical | XXXII, 716 S. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Harcourt College Publ. |
| record_format | marc |
| spelling | Hutt, Michael D. Verfasser aut Business marketing management a strategic view of industrial and organizational markets Michael D. Hutt ; Thomas W. Speh 7. ed. Fort Worth, Fla. [u.a.] Harcourt College Publ. 2001 XXXII, 716 S. txt rdacontent n rdamedia nc rdacarrier Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content Business-to-Business-Marketing (DE-588)4631075-7 s Marketingmanagement (DE-588)4168907-0 s DE-188 Marketing (DE-588)4037589-4 s 2\p DE-604 Speh, Thomas W. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017236747&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Hutt, Michael D. Speh, Thomas W. Business marketing management a strategic view of industrial and organizational markets Business-to-Business-Marketing (DE-588)4631075-7 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4631075-7 (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4522595-3 |
| title | Business marketing management a strategic view of industrial and organizational markets |
| title_auth | Business marketing management a strategic view of industrial and organizational markets |
| title_exact_search | Business marketing management a strategic view of industrial and organizational markets |
| title_full | Business marketing management a strategic view of industrial and organizational markets Michael D. Hutt ; Thomas W. Speh |
| title_fullStr | Business marketing management a strategic view of industrial and organizational markets Michael D. Hutt ; Thomas W. Speh |
| title_full_unstemmed | Business marketing management a strategic view of industrial and organizational markets Michael D. Hutt ; Thomas W. Speh |
| title_short | Business marketing management |
| title_sort | business marketing management a strategic view of industrial and organizational markets |
| title_sub | a strategic view of industrial and organizational markets |
| topic | Business-to-Business-Marketing (DE-588)4631075-7 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Business-to-Business-Marketing Marketing Marketingmanagement Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017236747&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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