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Nuts, bolts and magnetrons : a practical guide for industrial marketers

Author: Paul Millier; Roger Palmer
Publisher: Chichester ; New York : Wiley, ©2000.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Industrial or business-to-business marketing places very specific demands on those responsible for it. Yet all too often the strengths of these managers are technical, founded on expertise and product knowledge. There is seldom any formal understanding of marketing principles and the business benefits they can bring." "Building on a basis of recent Cranfield research and their own extensive work with experienced  Read more...
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Additional Physical Format: Online version:
Millier, Paul.
Nuts, bolts and magnetrons.
Chichester ; New York : Wiley, ©2000
(OCoLC)988751827
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Paul Millier; Roger Palmer
ISBN: 0471853259 9780471853251
OCLC Number: 43032347
Description: x, 309 pages : illustrations ; 24 cm
Contents: pt. I. You and this Book --
1. You and this book --
pt. II. Finding your Way through the Company --
2. Your job outline --
3. Your position within the company --
pt. III. Finding your Way through Marketing --
4. What is marketing? --
5. Principles of industrial marketing --
6. Technology and marketing --
pt. IV. Your Working Skills --
7. Effectiveness and efficiency --
8. Interpersonal skills --
9. Presentation skills --
10. Problem definition and decision-making --
11. Time management --
pt. V. Industrial Marketing in Practice --
12. Setting a marketing strategy --
13. Planning marketing action --
14. product offering --
15. product --
16. Valuing the product --
17. Dealing with clients --
18. Dealing with partners --
pt. VI. Dealing with your Internal Environment --
19. Selling and marketing within the company --
20. Dealing with sales --
21. Working with technicians --
22. Co-ordination with other departments --
pt. VII. Marketing Expert's Toolbox --
23. Marketing research and marketing information --
24. Marketing segmentation --
25. Technical analysis in marketing --
26. Marketing analysis --
27. Diagnosing the marketing situation --
28. Marketing planning templates.
Other Titles: Nuts, bolts & magnetrons
Responsibility: Paul Millier and Roger Palmer.
More information:

Abstract:

Industrial or business--to--business marketing places very specific demands on those responsible for it. Yet all too often the strengths of these managers are technical, founded on expertise and  Read more...

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