Business Marketing Management: B2B - Hardcover

Hutt, Michael D.; Speh, Thomas W.

3.28

36 ratings by Goodreads

9780324581676: Business Marketing Management: B2B

Hardcover

ISBN 10: 032458167X ISBN 13: 9780324581676

Publisher: South-Western College Pub, 2009

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Business Marketing is typically taught in four-year schools at both the undergraduate and graduate level. The course details the key differences between consumer goods and business-to-business marketing and most often includes case coverage. This course is typically found in the marketing department.

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About the Author:

Michael D. Hutt (PhD, Michigan State University) is the Ford Motor Company Distinguished Professor Emeritus of Marketing at the W. P. Carey School of Business, Arizona State University. He has also held faculty positions at Miami University (Ohio) and the University of Vermont. Dr. Hutt's teaching and research interests are concentrated in the areas of business-to-business marketing and strategic marketing. His current research centers on the marketing-finance interface, particularly the application of financial portfolio theory to customer management. Dr. Hutt's research has been published in the Journal of Marketing, Journal of Marketing Research, MIT Sloan Management Review, Journal of Retailing, Journal of the Academy of Marketing Science, and other scholarly journals. He is also the co-author of Macro Marketing (John Wiley & Sons) and contributing author of Marketing: Best Practices (South-Western).

Review:

�€œThe writing is clear and accessible for the targeted audience (not too complex and detailed yet provides appropriate substance), and the cases are timely and diverse.�€

" I find that each (chapter) topic is more than adequately represented in the end of chapter materials. I have various items that I can use to teach this course and for this I am extremely grateful." "Probably the biggest strength of this book is that it has no obvious 'holes'. I have been teaching business marketing for twenty years and I don find any major area that is not at least mentioned in this text."

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