Book Title:-B2B Marketing: A South-Asian Perspective

Author :-Michael D. Hutt | Dheeraj Sharma | Thomas W. Speh

ISBN :-9788131520796

Price :-INR 825

Pages :-554

Edition :-11

Binding :-Paperback

Imprint :-South Western

© Year :-2014

Overview :

Marketing to businesses is fundamentally different from marketing to individual consumers. Business to

business (B2B) marketing usually involves a much longer and multifaceted sales cycle. Additionally,
decision makers are usually highly involved as the stakes are high. Understanding the B2B process is vital
for the success of businesses as there is increasing burden on managers to provide concrete results. Thus,
decision making in the B2B context may be understood as individual psychology, small group psychology,
or a large group psychology. Consequently, it is important to use apposite strategies to engage B2B
customers.

Typically, B2B marketing encompasses marketing to both for-profit and non-profit businesses. Not-for-
profit businesses include both government and non-government organizations. Thus, the B2B marketing
process is longer and is largely driven by relationship marketing. Buying decisions are made more rationally
as there are multiple influencers involved in decision making.

The demand can be for both B2B products and services. The B2B demand is both derived and joint, making
it less elastic as compared to the demand for B2C products and services. Thus, B2B transactions are usually
larger compared to B2C transactions, thus justifying a more direct and frequent contact between buyers and
sellers.

The aforementioned existing difference between B2C and B2B marketing has led to the evolution of a new
stream in marketing, i.e., B2B marketing. This book, B2B Marketing, eleventh edition, offers a
comprehensive learning of various facets of B2B marketing and is meant to meet the requirements of
management and commerce students of various universities across the country.

Table Of Content :

Chapter 1 A Business Marketing Perspective

Chapter 2 Organizational Buying Behavior

Chapter 3 Customer Relationship Management Strategies for Business Markets

Chapter 4 Segmenting the Business Market and Estimating Segment Demand

Chapter 5 Business Marketing Planning: Strategic Perspectives

Chapter 6 Business Marketing Strategies for Global Markets

Chapter 7 Managing Products for Business Markets

Chapter 8 Managing Innovation and New Industrial Product Development

Chapter 9 Managing Services for Business Markets

Chapter 10 Managing Business Marketing Channels

Chapter 11 Supply Chain Management

Chapter 12 Pricing Strategies for Business Markets

Chapter 13 Business Marketing Communications: Advertising and Sales Promotion

Chapter 14 Business Marketing Communications: Managing the Personal Selling Function

Chapter 15 Marketing Performance Measurement

Chapter Cases

Comprehensive Cases

Name Index

Subject Index