The Marketing Challenge for Industrial Companies
Advanced Concepts and Practices
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Beschreibung
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.
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.
Provides new concepts and best practices for the most relevant issues in industrial marketing Elaborates on the Discovery Team© as a multidisciplinary methodology to performing in-depth customer visits Explains industrial marketing from a technical and global perspective Explores the implementation of protocols based on practitioners’ in-field experiences Casts new light on marketing and sales organizational design Includes supplementary material: sn.pub/extras
Autor*in
Claudio A. Saavedra
Themen in »The Marketing Challenge for Industrial Companies«
industrial marketing B2B marketing industrial sales technical product marketing technical product development market launching application segmentation discovery team B2B branding industrial distribution