Industrial Marketing Strategy



Frederick E. Webster, Jr
Economie, Emploi, Entrepreunariat, Artisanat, Commerces
Publication externe
stratégie, industries
  • Third edition
    Widely regarded as a classic text in the field, Industrial Marketing Strategy, Third Edition shows you, as a practicing manager, how to develop the marketing strategies your business needs to succeed in a rapidly evolving global marketplace. This important book covers:
    * The basic concepts of customer analysis, buying behavior, buyer-seller relationships, market segmentation and targeting, and positioning
    * Proven, concrete, strategic management techniques--rather than a rote enumeration of the functions and institutions of industrial marketing
    * Guidelines for implementing the value proposition through distribution and marketing communications
    * The role of marketing in the broader context of business and corporate-level strategic planning
    * Special sections on product development, national account management, customer service, information technology, and price signaling

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