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Preface
Section I Introduction
Reading 1. Scope and Challenge of Business-to-Business Marketing; V. Kasturi Rangan and Bruce Isaacson
Reading 2. How to Segment Industrial Markets; Benson P. Shapiro and Thomas V. Bonoma
Reading 3. Major Sales: Who Really Does the Buying?; Thomas V. Bonoma
Section II Managing New Products
Reading 4. New Product Commercialization: Common Mistakes; V. Kasturi Rangan and Kevin Bartus
Reading 5. Creating Project Plans to Focus Product Development; Steven C Wheelwright and Kim B. Clark
Reading 6. Commercializing Technology: Understanding User Needs; Dorothy Leonard-Barton, Edith Wilson, and John Doyle
Reading 7. Industrial Pricing to Meet Customer Needs; Benson P. Shapiro and Barbara B. Jackson
Reading 8. Industrial Market Research: Beta Test Site Management; Robert J. Dolan
Reading 9. Designing Channels of Distribution; V. Kasturi Rangan
Section III Managing Mature Products
(and more...)
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Christopher Campbell
reviewed Business marketing strategy on January 03, 2019
Business marketing strategy
Looking up for 4Ps model was my main reason why I have read this reference book, it has a comprehensive analysis for the basic concept of marketing mix.
Very recommended for postgraduate students who are planning to conduct a research on marketing mix
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Add Business marketing strategy, Rangan is a 225 page paperback containing selected readings with the majority being from the Harvard Business Review. It will have a strong managerial focus making it appealing to manager and future managers. , Business marketing strategy to the inventory that you are selling on WonderClubX
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Add Business marketing strategy, Rangan is a 225 page paperback containing selected readings with the majority being from the Harvard Business Review. It will have a strong managerial focus making it appealing to manager and future managers. , Business marketing strategy to your collection on WonderClub |