Industrial Marketing Strategy - Couverture souple

Webster, Frederick E.

Couverture souple

ISBN 10 : 0471617032 ISBN 13 : 9780471617037

Editeur : John Wiley & Sons Inc, 1991

Synopsis

This updated edition of an industrial marketing text, while emphasizing the uniqueness of industrial marketing, focuses on the applicability of basic marketing management concepts to the special problems of the industrial marketer. The text has been revised to include new material, concepts and examples in such areas as sales management, buyer behaviour, buyer-seller interaction, channel strategy and management and marketing communication. New sections have been included on product development, national account management, customer service, information technology and price signalling.

A propos du livre

Quatrième de couverture

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

Biographie de l'auteur

FREDERICK E. WEBSTER, Jr., is Charles Henry Jones Third Century Professor of Management at the Amos Tuck School of Business Administration at Dartmouth College. An active consultant for many leading firms throughout the United States and abroad, he is also the author of Market–Driven Management: Using the New Marketing Concept to Create a Customer–Oriented Company (Wiley), among other publications. He is also a trustee of the Marketing Science Institute and a past director of the American Marketing Association.

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 1991
• Langue: anglais
• ISBN 10: 0471617032
• ISBN 13: 9780471617037
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 380
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible