Industrial Marketing Strategy
Overview
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; and special sections on product development, national account management, customer service, information technology, and price signaling.
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Details
- ISBN-13: 9780471119890
- ISBN-10: 047111989X
- Publisher: John Wiley & Sons
- Publish Date: April 1995
- Dimensions: 9.01 x 6.07 x 1.06 inches
- Shipping Weight: 1.11 pounds
- Page Count: 384
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