Industrial Marketing: Analysis, Planning and Control
Robert R. Reeder
This text provides an overview of industrial marketing. It includes a section on industrial marketing environments, with numerous international considerations, a discussion of high-technology exports and considers such critical areas as the resellers market, computerized data analysis techniques, product positioning, perceptual mapping, and professional services marketing. New features this edition include: expanded coverage of marketing services, telemarketing, marketing intelligence, surveying groups and computer use; and new case studies which deal with international problems such as international transportation, communicating with subsidiaries in other nations, the propriety of gifts or bribes, and problems of foreign companies in general.