Industrial Marketing Strategy (Wiley Series on Marketing Management)

By Frederick E. Webster Jr. and Frederick E. Webster Jr

Book Overview

Develop customer-focused, market-driven strategies for today's competitive marketplace. . . Industrial Marketing Strategy Widely regarded as a classic text in the field, Industrial Marketing Strategy, Third Edition shows you, as a practicing manager, how to develop the marketing strategies your business needs to succeed in a rapidly evolving global marketplace. This important book covers: * The basic concepts of customer analysis, buying behavior, buyer-seller relationships, market segmentation and targeting, and positioning * Proven, concrete, strategic management techniques--rather than a rote enumeration of the functions and institutions of industrial marketing * Guidelines for implementing the value proposition through distribution and marketing communications * The role of marketing in the broader context of business and corporate-level strategic planning * Special sections on product development, national account management, customer service, information technology, and price signaling

• Format: Paperback
• Language: English
• ISBN: 0471617032
• ISBN13: 9780471617037
• Release Date: May 1991
• Publisher: Wiley
• Length: 365 Pages
• Weight: 1.50 lbs.
• Dimensions: 9.3" x 1.3" x 6.3"

Customer Reviews

Probably the standard work on industrial marketing today.

Frederick Webster's 3rd ed. of Industrial Marketing Strategy offers a comprehensive review of business-to-business marketing. This is an excellent overview for the business executive and the general marketing practitioner. The sections on buying behavior and buyer-seller relationships are a good review of those processes that influence customers to buy. The book is a rational academic review of the marketing process. Unfortunately, Webster, like most books on the subject, does not address the irrational aspects of the industrial customer's behavior. All-in-all this is still the most comprehensive single volume review of industrial marketing currently available. Warren D. Smith, CPC. Venture Marketing Inc. ventmktinc@aol.com