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Industrial Marketing Strategy
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Develop customerfocused, marketdriven strategies for today'scompetitive marketplace. . .Industrial Marketing StrategyWidely 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,buyerseller relationships, market segmentation and targeting, andpositioning* Proven, concrete, strategic management techniquesrather 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 andcorporatelevel strategic planning* Special sections on product development, national accountmanagement, customer service, information technology, and pricesignaling
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