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Industrial Marketing Strategy (Paperback) (ISBN-13: 9780471119890)
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Frederick E. Webster
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Books
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Description
xDevelop 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
Author: Frederick E. Webster
ISBN-10: 047111989X
ISBN-13: 9780471119890
Publisher: Wiley
Language: English
Published: 05/01/1995
Pages: 384
Format: Paperback
Weight: 1.11lbs
Size: 9.01h x 6.07w x 1.06d
* 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
Author: Frederick E. Webster
ISBN-10: 047111989X
ISBN-13: 9780471119890
Publisher: Wiley
Language: English
Published: 05/01/1995
Pages: 384
Format: Paperback
Weight: 1.11lbs
Size: 9.01h x 6.07w x 1.06d
By Frederick E. Webster
xFREDERICK 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.
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