The Marketing of Industrial Products

1. Auflage 2024
ISBN: 978-1-032-87493-7
Verlag: Taylor & Francis Ltd

Buch, Englisch, 298 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 595 g

Reihe: Routledge Revivals

First Published in 1965, The Marketing of Industrial Products is the product of diverse talents and experiences. The first words of Aubrey Wilson's introduction to this book emphasise the importance and relevance of industrial marketing to everyone connected with industry. He goes on to stress the need to set industrial marketing into a wider perspective and, at the same time, to provide for the urgent requirements of students for a basic authoritative book.

Each chapter (with one exception) is an original contribution, especially commissioned for the book which has been devised and edited as an integrated work. The editor comments that there can be few if any people who are able to write with equal authority on each function of marketing. He has therefore invited eighteen leaders in their own particular function to contribute to this book. It immediately establishes itself as a standard work. This is a must read for students of marketing and business management.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Wilson, Aubrey

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

The Authors Introduction Definition 1. The Marketing Concept 2. Marketing Characteristics of Industrial Goods and Buyers 3. Generation of New Product Ideas 4. Organization of New Product Development 5. Industrial Marketing Research- Management Aspects 6. Industrial Marketing Research- Techniques 7. Industrial Selling 8. Industrial Advertising 9. Industrial Public Relations 10. The Service Element in Added Value 11. Physical Distribution 12. Pricing in Industrial Marketing 13. International Marketing 14. Marketing Managers and their Development 15. Financial, Control of the Marketing Function 16. Integrating the Marketing Functions 17. Marketing within the Total Corporate Complex 18. Marketing Myopia 19. Industrial Marketing in the Next Decade Appendix- Further Reading Index.

Über Autor(innen)

Aubrey Wilson (at the time of the first publication of this book) was the Managing Director of Industrial Market Research Limited