Business marketing strategy : concepts and applications
著者
書誌事項
Business marketing strategy : concepts and applications
（The Irwin series in marketing）
Irwin, c1995
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Rangan is a 225 page paperback containing selected readings with the majority being from the "Harvard Business Review". It will have a strong managerial focus making it appealing to manager and future managers.
目次
- PrefaceSection I IntroductionReading 1. Scope and Challenge of Business-to-Business Marketing
- V. Kasturi Rangan and Bruce IsaacsonReading 2. How to Segment Industrial Markets
- Benson P. Shapiro and Thomas V. BonomaReading 3. Major Sales: Who Really Does the Buying?
- Thomas V. BonomaSection II Managing New ProductsReading 4. New Product Commercialization: Common Mistakes
- V. Kasturi Rangan and Kevin BartusReading 5. Creating Project Plans to Focus Product Development
- Steven C Wheelwright and Kim B. ClarkReading 6. Commercializing Technology: Understanding User Needs
- Dorothy Leonard-Barton, Edith Wilson, and John DoyleReading 7. Industrial Pricing to Meet Customer Needs
- Benson P. Shapiro and Barbara B. JacksonReading 8. Industrial Market Research: Beta Test Site Management
- Robert J. DolanReading 9. Designing Channels of Distribution
- V. Kasturi RanganSection III Managing Mature ProductsReading 10. Beating the Commodity Magnet
- V. Kasturi Rangan and George T. BowmanReading 11. Manage Customers for Profits (Not Just Sales)
- Benson P. Shapiro, V. Kasturi Rangan, Roland T. Moriarity, and Elliot B. RossReading 12. Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment
- Benson P. ShapiroReading 13. Segmenting Customers in Mature Industrial Markets
- V. Kasturi Rangan, Roland T. Moriarity and Gordon SwartzReading 14. Once More: How Do You Improve Customer Service?
- Frank V. CespedesReading 15. Automation to Boost Sales and Marketing
- Roland T. Moriarity and Gordon S. SwartzReading 16. Reorienting Channels of Distribution
- V. Kasturi RanganReading 17. Managing Hybrid Marketing Systems
- Roland T. Moriarity and Ursula MoranSection IV Managing Product Market DiversityReading 18. Managing Market Complexity: A Three Ring Circus: V. Kasturi RanganReading 19. Variety Versus Value: Two Generic Approaches to Product Policy, Benson P. ShapiroReading 20. What the Hell is 'Market Oriented'?
- Benson P. ShapiroReading 21. Staple Yourself to an Order
- Benson P. Shapiro, V.Kasturi Rangan, and John J. SvioklaReading 22. High Tech Marketing: Concepts, Continuity and Change
- Roland T. Moriarity and Thomas J. KosnikReading 23. The Logic of Global Business: An Interview with ABB's Percy Barnevik
- William Taylor
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