{"product_id":"nuts-bolts-and-magnetrons-9780471853251","title":"Nuts Bolts and Magnetrons","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIndustrial 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgements\u003cbr\u003e The book's route maps\u003cbr\u003e YOU AND THIS BOOK\u003cbr\u003e You and this book\u003cbr\u003e FINDING YOUR WAY THROUGH THE COMPANY\u003cbr\u003e Your job outline\u003cbr\u003e Your position within the company\u003cbr\u003e FINDING YOUR WAY THROUGH MARKETING\u003cbr\u003e What is marketing?\u003cbr\u003e Principles of industrial marketing\u003cbr\u003e Technology and marketing\u003cbr\u003e YOUR WORKING SKILLS\u003cbr\u003e Effectiveness and efficiency\u003cbr\u003e Interpersonal skills\u003cbr\u003e Presentation skills\u003cbr\u003e Problem definition and decision-making\u003cbr\u003e Time management\u003cbr\u003e INDUSTRIAL MARKETING IN PRACTICE\u003cbr\u003e Setting a marketing strategy\u003cbr\u003e Planning marketing action\u003cbr\u003e The product offering\u003cbr\u003e The product\u003cbr\u003e Valuing the product\u003cbr\u003e Dealing with clients\u003cbr\u003e Dealing with partners\u003cbr\u003e DEALING WITH YOUR INTERNAL ENVIRONMENT\u003cbr\u003e Selling and marketing within the company\u003cbr\u003e Dealing with sales\u003cbr\u003e Working with technicians\u003cbr\u003e Co-ordination with other departments\u003cbr\u003e THE MARKETING EXPERT'S TOOLBOX\u003cbr\u003e Marketing research and marketing information\u003cbr\u003e Marketing segmentation\u003cbr\u003e Technical analysis in marketing\u003cbr\u003e Marketing analysis\u003cbr\u003e Diagnosing the marketing situation\u003cbr\u003e Marketing planning templates\u003cbr\u003e Bibliography\u003cbr\u003e Index","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402678509911,"sku":"9780471853251","price":39.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471853251.jpg?v=1730481206","url":"https:\/\/bookcurl.com\/products\/nuts-bolts-and-magnetrons-9780471853251","provider":"Book Curl","version":"1.0","type":"link"}