Industrial Marketing

Industrial Marketing
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Industrial Marketing

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Publisher: PHI Learning
ISBN: 9788120350052
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Availability: In Stock
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About The Book Industrial Marketing
Book Summary:

The book would serve as a standard textbook on the subject of Industrial Marketing, and thus, will be useful for students of management. This book is aimed at providing better conceptual understanding of the industrial marketing, as well as, enhancing the skills required in its practice.

The book begins with the review of fundamentals of marketing, concepts in industrial marketing, industrial marketing environment, gathering market intelligence, organisational buying behaviour, and segmentation and positioning in industrial marketing.

Then, it goes on to give an insightful analysis of product mix, price mix, marketing channels, marketing control, and project marketing. The text concludes with a discussion on commercial terms, clauses and documents involved in the practice of industrial marketing. The text provides eleven case studies which lend a practical flavour to it, and illustrate the concepts discussed.


Key Features

Shows the importance and selection criteria of marketing channels.
Explains commercial clauses and contents of documents.
Explains difference between product marketing and project marketing.
Provides questions at the end of every chapter.

Interspersed with real-life examples, this book should also prove very handy to the practicing manager.


New to this edition

Four new chapters, namely, Review of Marketing Fundamentals, Industrial Marketing Environment, Negotiating Sales Deals and Key Account Management have been added.
Keeping in mind the importance of case studies for both the students, as well as, practitioners, four new cases have also been added in this edition.
Besides, material is added in most of the chapters to discuss some topics in more detail, or some sub-topic which were missing in the earlier edition.
Problem questions added at the end of the chapters will help the students to understand the practical applications of marketing concepts in real business world.
The concepts are supported by real-life examples, diagrams and tables to reinforce the understanding of the subject-matter.


Table of Contents:

Preface



1. Review of Marketing Fundamentals

2. Concept of Industrial Marketing

3. Industrial Marketing Environment

4. Gathering Marketing Intelligence

5. Organisational Buying Behaviour

6. Industrial Market Segmentation, Target Marketing and Positioning

7. Managing Product Mix

8. Managing Price Mix

9. Managing Marketing Channels

10. Managing Promotional Mix

11. Negotiating Sales Deals

12. Key Account Management

13. Marketing Control

14. Marketing Mix for Project Marketing

15. Commonly Used Commercial Clauses

16. Commonly Used Commercial Documents



Cases




1. Resistance Welders India Limited

2. Compressed Systems India LimitedAdopting Project Marketing

3. EU Tyres

4. Electric Motors India Limited

5. Chapman Variators Private Limited

6. Brown Solar Pumps Limited

7. Inter Air Limited

8. Automated Solutions Private Limited: Doing Business with Government Organisation

9. Electric Motocomp Private Limited

10. Protective Coatings India Limited

11. Fast Operating Epoxies-Market Potential Analysis



Index