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Industrial Marketing Strategy by Webster, Frederick E., Jr., X

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 marketing services and targeting, marketing services and positioning; proven, concrete, strategic management techniques - rather than a rote enumeration of the functions marketing services and institutions of industrial marketing; guidelines for implementing the value proposition through distribution marketing services and marketing communications; the role of marketing in the broader context of business marketing services and corporate-level strategic planning; marketing services and special sections on product development, national account management, customer service, information technology, marketing services and price signaling.
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