Industrial marketing strategy

著者

• Webster, Frederick E.

書誌事項

Industrial marketing strategy

Frederick E. Webster, Jr

Wiley, c1991

3rd ed

• : cloth
• : paper

注記

Includes bibliographical references and index

内容説明・目次

巻冊次

: paper ISBN 9780471119890

内容説明

Develop customer-focused, market-driven strategies for today'scompetitive marketplace. . . Industrial Marketing Strategy Widely regarded as a classic text in the field, IndustrialMarketing Strategy, Third Edition shows you, as a practicingmanager, how to develop the marketing strategies your businessneeds to succeed in a rapidly evolving global marketplace. Thisimportant book covers: * The basic concepts of customer analysis, buying behavior,buyer-seller relationships, market segmentation and targeting, andpositioning * Proven, concrete, strategic management techniques--rather than arote enumeration of the functions and institutions of industrialmarketing * Guidelines for implementing the value proposition throughdistribution and marketing communications * The role of marketing in the broader context of business andcorporate-level strategic planning * Special sections on product development, national accountmanagement, customer service, information technology, and pricesignaling

目次

The Nature and Scope of Industrial Marketing. Industrial Procurement and Buying Behavior. Buyer-Seller Relationships. Industrial Market Segmentation, Targeting, and Positioning. Product Strategy and New Product Development. Developing Markets for New Industrial Products. Pricing Strategy. Industrial Distribution Strategy. Managing the Industrial Sales Force. Industrial Marketing Communications. Industrial Marketing Planning. Index.

巻冊次

: cloth ISBN 9780471617037

内容説明

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.

目次

• The Nature and Scope of Industrial Marketing
• Industrial Procurement and Buying Behavior
• Buyer-Seller Relationships
• Industrial Market Segmentation, Targeting, and Positioning
• Product Strategy and New Product Development
• Developing Markets for New Industrial Products
• Pricing Strategy
• Industrial Distribution Strategy
• Managing the Industrial Sales Force
• Industrial Marketing Communications
• Industrial Marketing Planning
• Index.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA12991176
• ISBN:
  • 0471617032
  • 047111989X
• LCCN: 90021501
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: xiii, 365 p.
• 大きさ: 24 cm
• 分類:
  • NDC7 : 675
  • LCC : HF5415.1263
  • DC20 : 658.8
• 件名:
  • LCSH : Industrial marketing -- Management