Übersicht			Auf mobile öffnen

Lieferstatus:	i.d.R. innert 5-10 Tagen versandfertig
Veröffentlichung:	Mai 2018
Genre:	Wirtschaft / Recht
	B / Business and Management / business strategy / Business Strategy/Leadership / Industrial Management / Innovation/Technology Management / Leadership / Management / Management science / Market research / Marketing / Research & development management
ISBN:	9783319808499
EAN-Code:	9783319808499
Verlag:	Springer International Publishing
Einband:	Kartoniert
Sprache:	English
Serie:	Management for Professionals
Dimensionen:	H 235 mm / B 155 mm / D 25 mm
Gewicht:	680 gr
Seiten:	452
Zus. Info:	Paperback
Bewertung:	Titel bewerten / Meinung schreiben

Inhalt:

This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy.