European casebook on managing industrial and business-to-business marketing
著者
書誌事項
European casebook on managing industrial and business-to-business marketing
（European casebook series on management）
Prentice Hall, 1994
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注記
"The present volume ... composed mainly of cases written by faculty at the International Institute for Management Development (IMD International) Lausanne, Switzerland"--CIP galley
Includes bibliographical references
内容説明・目次
内容説明
A collection of cases which demonstrate the management of the industrial marketing process set in an international context. This casebook considers such topics as market analysis, customer segmentation, product management, pricing strategies, promotion, place, distribution and market planning.
目次
- An overview of industrial marketing
- market analysis - analyzing the battlefield
- industrial customer segmentation and customer buying behaviour
- industrial marketing analysis and intelligence
- product management
- industrial pricing strategies
- promoting and advertising industrial products
- place
- industrial cases.
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