Industrial Marketing Strategy 3e
Paperback Engels 1995 3e druk 9780471119890Samenvatting
Develop customer–focused, market–driven strategies for today′s competitive marketplace. . .
Industrial Marketing Strategy
Widely regarded as a classic text in the field, Industrial Marketing Strategy, Third Edition shows you, as a practicing manager, how to develop the marketing strategies your business needs to succeed in a rapidly evolving global marketplace. This important book covers:
∗ The basic concepts of customer analysis, buying behavior, buyer–seller relationships, market segmentation and targeting, and positioning
∗ Proven, concrete, strategic management techniques––rather than a rote enumeration of the functions and institutions of industrial marketing
∗ Guidelines for implementing the value proposition through distribution and marketing communications
∗ The role of marketing in the broader context of business and corporate–level strategic planning
∗ Special sections on product development, national account management, customer service, information technology, and price signaling
Specificaties
Lezersrecensies
Inhoudsopgave
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<br /> Industrial Procurement and Buying Behavior.
<br />
<br /> Buyer–Seller Relationships.
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<br /> Industrial Market Segmentation, Targeting, and Positioning.
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<br /> Product Strategy and New Product Development.
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<br /> Developing Markets for New Industrial Products.
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<br /> Pricing Strategy.
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<br /> Industrial Distribution Strategy.
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<br /> Managing the Industrial Sales Force.
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<br /> Industrial Marketing Communications.
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<br /> Industrial Marketing Planning.
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<br /> Index.
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