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B2B Marketing: A South-Asian Perspective by Michael D. Hutt

B2B Marketing: A South-Asian Perspective

by Michael D. Hutt , Dr. Dheeraj Sharma , Thomas W. Speh, K. Douglas Hoffman
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Book cover type: Paperback
  • ISBN13: 9789360532062
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Cengage Learning India
  • Publisher Imprint: Cengage Learning India
  • Publication Date:
  • Pages: 552
  • Original Price: INR 1095.0
  • Language: English
  • Edition: 13th Edition
  • Item Weight: 1100 grams
  • BISAC Subject(s): Marketing / General

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. Therefore, a growing number of business schools globally have added industrial or business marketing to their curricula.

Michael D. Hutt, PhD from Michigan State University, is the Ford Motor Company Distinguished Professor of Marketing at the W.P. Carey School of Business, Arizona State University. He was faculty at Miami University (OH) and University of Vermont.

 

Dheeraj P. Sharma, PhD from Louisiana Tech University, is Director, Indian Institute of Management Rohtak and faculty at Indian Institute of Management Ahmedabad, India. Prof. Sharma has more than 200 articles published and presented in top national and international journals and conferences and has authored more than 10 books. Dr Sharma’s expert views are cited in many international newspapers and TV channels. His primary research interest is ‘business relationships’.

 

Thomas W. Speh, PhD from Michigan State University, was Professor of Marketing Emeritus and former Associate Dean at the Farmer School of Business, Miami University (OH). Previously, he taught at the University of Alabama.

 

K. Douglas Hoffman, MBA and DBA from University of Kentucky, is Professor of Marketing and University Distinguished Teaching Scholar at Colorado State University. His teaching experience spans nearly 30 years at Colorado State University, the University of North Carolina at Wilmington, and Mississippi State University.

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