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OverviewThis 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. Full Product DetailsAuthor: Claudio A. SaavedraPublisher: Springer International Publishing AG Imprint: Springer International Publishing AG Edition: Softcover reprint of the original 1st ed. 2016 Dimensions: Width: 15.50cm , Height: 2.30cm , Length: 23.50cm Weight: 6.788kg ISBN: 9783319808499ISBN 10: 3319808494 Pages: 423 Publication Date: 27 May 2018 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsChapter 1 The Fight Against Corporate Autism In Industrial Companies.- Chapter 2 Misinterpreting Customer Orientation.- Chapter 3 A Conceptual Framework For Understanding Technical Products.- Chapter 4 Exploring Industrial Markets.- Chapter 5 Industrial Market Segmentation.- Chapter 6 Industrial Product Design And Development.- Chapter 7 Organizing An Industrial Company's Marketing And Sales Department.- Chapter 8 The Industrial Sales Force.- Chapter 9 The Distribution Of Technical Products.- Chapter 10 Industrial Branding.- Chapter 11 Pricing Technical Products.- Chapter 12 Introducing New Technical Products Into The Market.ReviewsAuthor InformationDr. Claudio Saavedra is a Professor of Advanced Industrial Marketing at NORDAKADEMIE Graduate School, Hamburg. Professor Saavedra has also conducted teaching and workshops for US-American Louisville University in Panama and for Pontificia Universidad Católica de Chile. In addition, he has been invited as a speaker in international seminars in conjunction with other global Industrial Marketing Centres, such as triple-accredited Grande École EMLYON Business School in France and The Corporate Development Institute in North Carolina, USA. He has also been actively involved in business through international consultancy and direct experience as a senior manager in industrial companies for over 15 years. His prior experience in line management and his on-going consulting practise has proved to be highly useful for the real-world applicability of his academic thinking. As a researcher, he has developed novel concepts and B2B marketing techniques for practitioners. Among these are: Industrial Market Research (© The Discovery Team), Industrial Market Segmentation, Technical Product Development, Technical Product Market Launching, Industrial Distribution, Technical Product Branding, Pricing in Industrial Markets, and Business to Business relationship. He has authorship in topics such as intercompany relationship metric bonding and the metrical evaluation of industrial salesforce performance. After his Bachelor education in Chile and New York and his Master’s Degree in a co-joint programme with Wharton Business School, Pennsylvania, USA, Claudio Saavedra obtained his Ph.D. from Dartmouth College, USA. He later pursued post-doctoral work at Université de Genève in Switzerland. Tab Content 6Author Website:Countries AvailableAll regions |
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