Industrial Marketing Strategy

Webster, Frederick E.

3. Auflage Mai 1995
384 Seiten, Softcover
Wiley & Sons Ltd

ISBN: 978-0-471-11989-0

John Wiley & Sons

Weitere Versionen

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

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.

FREDERICK E. WEBSTER, Jr., is Charles Henry Jones Third Century Professor of Management at the Amos Tuck School of Business Administration at Dartmouth College. An active consultant for many leading firms throughout the United States and abroad, he is also the author of Market-Driven Management: Using the New Marketing Concept to Create a Customer-Oriented Company (Wiley), among other publications. He is also a trustee of the Marketing Science Institute and a past director of the American Marketing Association.

F. E. Webster, The Amos Tuck School of Business Administration, Dartmouth College