| Nuts, Bolts and Magnetrons: A Practical Guide for Industrial Marketers Contributor(s): Millier, Paul (Author), Palmer, Roger (Author) |
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ISBN: 0471853259 ISBN-13: 9780471853251 Publisher: Wiley OUR PRICE: $76.00 Product Type: Paperback Published: June 2000 Annotation: Industrial or business-to-business marketing places very specific demands on those responsible for it. Yet all too often the strengths of these managers are technical, founded on expertise and product knowledge. There is seldom any formal understanding of marketing principles and the business benefits they can bring. In such conditions perspectives are narrowed, opportunities are missed, and marketing remains a functional support activity rather than a strategic resource. Building on a basis of recent Cranfield research and their own extensive work with experienced practising managers, Paul Millier and Roger Palmer have devised the perfect solution. A complete reference and toolkit for managers in the field, Nuts, Bolts and Magnetrons showcases a wealth of examples from European industry, and provides the information and guidance industrial marketers need to develop and prosper. Readers will learn how to be not only functionally efficient, but also effective, by managing relationships within and outside the firm. If you are involved in industrial marketing then you must be properly equipped. Blending insight, information, and inspiration in equal measure, this book offers all you need for success the Nuts, Bolts and Magnetrons of modern marketing. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Industrial - Business & Economics | Advertising & Promotion - Business & Economics | Sales & Selling - General |
| Dewey: 658.8 |
| LCCN: 00701071 |
| Physical Information: 0.74" H x 6.66" W x 9.28" (1.10 lbs) 320 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Investitionsg termarketing oder Business-to-Business Marketing stellt ganz andere Anforderungen an die Marketingfunktion als das Konsumg termarketing. Ein Kernproblem ist, da Manager im Business-to-Business Bereich h ufig eine gro e technische und fachliche Qualifikation besitzen, aber nur wenig von formalen Marketingkonzepten und ihren Einsatzm glichkeiten verstehen. Dieser praxisorientierte Leitfaden ist sozusagen die Bibel des Investitionsg termarketing. Hier finden Sie nicht nur Informationen und Ratschl ge dazu, wie man funktionell effizient ist sondern auch, wie man Beziehungen inner- und au erhalb des Unternehmens managt. Mit einer F lle von Tools, Analysen und Fallstudien. Eine unverzichtbare Lekt re f r Neulinge und erfahrene Manager gleicherma en. |