Description

Book Synopsis
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.

Table of Contents
Acknowledgements
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

Nuts Bolts and Magnetrons

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    A Paperback / softback by Paul Millier, Roger Palmer

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      Book details

      Publisher John Wiley & Sons Inc
      Published 5 April 2000
      ISBN-13 9780471853251
      978-0471853251
      ISBN-10 0471853259
      Also in:
      Industry and industrial studies

      Description

      Book Synopsis
      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.

      Table of Contents
      Acknowledgements
      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

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