The Marketing Challenge for Industrial Companies

Advanced Concepts and Practices

Business & Finance, Management & Leadership, Production & Operations Management, Marketing & Sales
Cover of the book The Marketing Challenge for Industrial Companies by Claudio A. Saavedra, Springer International Publishing
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Author: Claudio A. Saavedra ISBN: 9783319306100
Publisher: Springer International Publishing Publication: April 29, 2016
Imprint: Springer Language: English
Author: Claudio A. Saavedra
ISBN: 9783319306100
Publisher: Springer International Publishing
Publication: April 29, 2016
Imprint: Springer
Language: English

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. 

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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. 

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