Editorial Reviews
Book Description
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
Ingram
Praised by critics as "the best textbook on industrial marketing yet," this modern classic shows managers and executives in industrial firms how to develop customer-focused, market-driven strategies. This new paperback version contains new sections on product development, national account management, customer service, information technology, and pricing signaling. |
