The Marketing Challenge for Industrial Companies - Advanced Concepts and Practices (Hardcover, 1st ed. 2016)

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.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Management for Professionals
Release date:	May 2016
First published:	2016
Authors:	Claudio a Saavedra
Dimensions:	235 x 155 x 30mm (L x W x T)
Format:	Hardcover
Pages:	423
Edition:	1st ed. 2016
ISBN-13:	978-3-319-30609-4
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Promotions
LSN:	3-319-30609-X
Barcode:	9783319306094

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!