Industrial Marketing Strategy, 3rd Edition: Third Edition
Frederick E. Webster Jr.
ISBN 10: 047111989X ISBN 13: 9780471119890
Published by Wiley, 1995
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Synopsis:
Develop 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
About the Author: FREDERICK 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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Bibliographic Details
Title: Industrial Marketing Strategy, 3rd Edition: ...
Publisher: Wiley
Publication Date: 1995
Binding: Paperback
Condition: Very Good
Edition: 3rd Edition
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Industrial Marketing Strategy
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Wiley & Sons, Incorporated, John, 1995
ISBN 10: 047111989X
ISBN 13: 9780471119890
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