The Marketing Challenge for Industrial Companies Advanced Concepts and Practices /

• Main Author: Saavedra, Claudio A. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Series: Management for Professionals,
• Subjects: Business.; Marketing.; Leadership.; Management.; Industrial management.; Business and Management.; Innovation/Technology Management.; Business Strategy/Leadership.

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, sal...

Table of Contents:

• Chapter 1 The Fight Against Corporate Autism In Industrial Companies
• Chapter 2 Misinterpreting Customer Orientation
• Chapter 3 A Conceptual Framework For Understanding Technical Products
• Chapter 4 Exploring Industrial Markets
• Chapter 5 Industrial Market Segmentation
• Chapter 6 Industrial Product Design And Development
• Chapter 7 Organizing An Industrial Company's Marketing And Sales Department
• Chapter 8 The Industrial Sales Force
• Chapter 9 The Distribution Of Technical Products
• Chapter 10 Industrial Branding
• Chapter 11 Pricing Technical Products
• Chapter 12 Introducing New Technical Products Into The Market.