Overview

This textbook describes the socio-economic basis, essence, classification, goals and objectives of marketing of industrial goods and services. It covers industrial purchases and customer behavior, buyer-seller relationships, industrial market segmentation and positioning, new product development strategies, industrial product formation strategies, industrial distribution strategies, industrial sales management, industrial marketing communications, and industrial marketing planning. Issues are widely covered. Also, marketing of services and its essence, peculiarities, customer risks and customer behavior in the service industry, quality and service standards in the field of services, the process of providing services, the essence of services and their classification, service distribution channels, in the marketing of services, great attention is paid to the issues of communication, internal marketing in enterprises of the service sector and brand policy in the field of services.

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