Free shipping on all orders in the USA!

The Marketing Challenge for Industrial Companies: Advanced Concepts and Practices (Management for Professionals)

ISBN: 9783319306094
Publisher: Springer
Edition:
Publication Date: 2016-04-30
Number of pages: 423
  • Sale
  • Regular price $146.31

Any used item that originally included an accessory such as an access code, one time use worksheet, cd or dvd, or other one time use accessories may not be guaranteed to be included or valid. By purchasing this item you acknowledge the above statement.

Description


This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy. 


Customer Reviews


MORE FROM THIS COLLECTION