Industrial Marketing Strategy 3e

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