Industrial Marketing Strategy (Paperback: Subsequent: 384 pages)
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Product Details: Industrial Marketing Strategy
| Author: | Jay Webster, Jr. Frederick E. Webster, Frederick E. Webster, Richard Webster |
| Format: | Paperback: Subsequent: 384 pages. |
| Publisher: | John Wiley & Sons (06/01/1995) |
| ISBN: | 047111989X |
| ISBN13: | 9780471119890 |
| Reading Level: |
Publisher Notes: Industrial Marketing Strategy
- 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
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