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基本説明
Covering industrial marketing (marketing when the customer is a business or organization).
Full Description
Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of industrial marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include: faster product and service development; shortened product life cycles;, new processes for selling, distribution, and customer service; increase in entrepreneurial firms; and the need to create and sustain long-term customer relationships. Separate chapters are devoted to buying decisions, market research and analysis, and purchasing practices, including treatment of the latest technological developments in just-in-time systems, Web-based procurement, and enterprise resource planning and manufacturing systems. Each chapter includes illustrations of real world marketing issues, key concepts, learning objectives, and discussion questions.
Contents
The Unique Nature of Industrial Marketing
Exploring the Customer's Purchasing Operation
How Organizations Make Buying Decisions
Building Customer Relationships
Segmentation and Targeting of Business Markets
Industrial Marketing Research and Intelligence
Strategy and the Industrial Marketer
Innovation, Entrepreneurship and the Business Marketer
Marketing Industrial Products and Services
A Creative Perspective on Industrial Pricing
Communications with Business Customers
Engineering the Promotional Mix
The Changing Role of the Sales Force
Distribution and the Value-Added Chain
The Need for Accountability
Control and the Industrial Marketer
