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
大学図書館所蔵 全6件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
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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