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Marketing Challenge for Industrial Companies
Englisch
631 b
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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.§
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