Edition 3 International ed
Publication Date 1 Jan 1998
OverviewFor undergraduate and graduate courses in Industrial or Business to Business Marketing. Focusing on proven tactics, this introduction to business marketing explores the full spectrum of theory and applications in a clear, accessible style. Part I outlines the dimensions of the business market - customers, products/services, and global aspects; Part II deals with the buying process in this market and the important buyer-seller relationships; Part III considers strategy formation, including market research, demand analysis and forecasting, market segmentation, product positioning, and strategic planning; Parts IV-VII deal with strategies for product and services, channel, communication, and pricing; and Part VIII covers competitive strategies, strategic control, and international marketing.