Managing the Industrial Marketing Process

Marketing | 158 pages | 08-12-2006 | Format : | Note : Non noté

PRIX : 9.00€ |

Résumé

This document deals with B-to-B marketing. It presents very firstly its characteristics and the opportunities that result of B-to-B marketing. This sector is divided into several segments that are defined here. It explains the prime importance of logistics, management, distribution, sales force and communication. To conclude, it examines the marketing strategy to adopt.

Outline:

1. Introduction: What makes B-to-B marketing so different?
2. Industrial buying behaviour
3. Assessing B-to-B market opportunities
4. Segmenting the Business market
5. Managing the B-to-B product portfolio
6. Controlling the industrial pricing function
7. Installing B-to-B distribution and logistics
8. Business marketing communication and sales forces
9. Crafting and implementing marketing strategy

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