The author of Business Marketing Management B2B 12th Edition PDF is a successful business marketing manager who has given us professional insights and tips in this book. The author believes that businesses need to be strategic about how they market their products or services and about how to position themselves for success. Businesses are constantly going through changes, which makes it difficult for them to stay competitive and innovative, so the authors have outlined a number of techniques that can help them meet these challenges.
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.
Publisher: Cengage Learning; 012 edition
Publication date: July 5, 2018
Page length: 353 pages