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Industrial Marketing is a comprehensive textbook specially designed to meet the needs of management students.
The book explains core concepts of industrial marketing through practical applications and supplements them with numerous managerial examples, caselets, and detailed case studies.
It provides in-depth coverage of the three key components of industrial marketing management: organizational buying and buyer behaviour, strategy formulation in industrial markets, and product, channel, and price planning for industrial goods and services. Beginning with an overview of industrial marketing, the book discusses in detail integrated business development, industrial market segmentation, and pricing and distribution of industrial products and services. It goes on to discuss the role of personal selling in industrial marketing, customer satisfaction, and industrial marketing research. Finally, it discusses standard and fabricated industrial products and capital equipment and services.
ISBN-9780195677942
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Pages : 568
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