Description
Book SynopsisIndustrial 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.
Table of ContentsAcknowledgements
The book's route maps
YOU AND THIS BOOK
You and this book
FINDING YOUR WAY THROUGH THE COMPANY
Your job outline
Your position within the company
FINDING YOUR WAY THROUGH MARKETING
What is marketing?
Principles of industrial marketing
Technology and marketing
YOUR WORKING SKILLS
Effectiveness and efficiency
Interpersonal skills
Presentation skills
Problem definition and decision-making
Time management
INDUSTRIAL MARKETING IN PRACTICE
Setting a marketing strategy
Planning marketing action
The product offering
The product
Valuing the product
Dealing with clients
Dealing with partners
DEALING WITH YOUR INTERNAL ENVIRONMENT
Selling and marketing within the company
Dealing with sales
Working with technicians
Co-ordination with other departments
THE MARKETING EXPERT'S TOOLBOX
Marketing research and marketing information
Marketing segmentation
Technical analysis in marketing
Marketing analysis
Diagnosing the marketing situation
Marketing planning templates
Bibliography
Index
