European Casebook Mngng Industrl Bus-Bus

European Casebook Mngng Industrl Bus-Bus

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Description

A collection of cases which demonstrate the management of the industrial marketing process set in an international context. This casebook considers such topics as market analysis, customer segmentation, product management, pricing strategies, promotion, place, distribution and market planning.show more

Product details

  • Paperback | 272 pages
  • 175 x 235 x 20mm | 688g
  • Pearson Education (US)
  • Prentice Hall
  • Upper Saddle River, United States
  • English
  • 0130971480
  • 9780130971487

Table of contents

An overview of industrial marketing; market analysis - analyzing the battlefield; industrial customer segmentation and customer buying behaviour; industrial marketing analysis and intelligence; product management; industrial pricing strategies; promoting and advertising industrial products; place; industrial cases.show more