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; and special sections on product development, national account management, customer service, information technology, and price signaling.