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Industrial Marketing Strategy, 3rd Edition

Industrial Marketing Strategy, 3rd Edition

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Develop customer-focused, market-driven strategies for today's competitive marketplace. . .

Industrial Marketing Strategy

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