000			03440nam a22002537a 4500
999			_c112 _d112
005			20211018160232.0
008			190824b ||||| |||| 00| 0 eng d
020			_a9788131520796
082			_a658.804 _bHUT
100			_aHutt, Michael D. _9346
245			_aB2B marketing: a south-asian perspective
250			_a11th
260			_bCengage Learning India Pvt. Ltd. _aNew Delhi _c2014
300			_axxix, 522 p.
365			_aINR _b825.00
504			_aTable 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
520			_aMarketing 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.
650			_aIndustrial marketing--Management _9347
650			_aMarketing -- Management _9348
650			_aIndustrial marketing -- Management -- Case studies _9349
700			_aSharma, Dheeraj _9350
700			_aSpeh, Thomas W. _9351
942			_2ddc _cBK