Nuts, Bolts and Magnetrons: A Practical Guide for Industrial Marketers

ISBN-13: 9780471853251 / Angielski / Miękka / 2000 / 320 str.

Paul Millier; Roger Palmer; Roger Palmer

Opis

Industrial or business to business marketing places very different demands on the marketing function to those traditionally seen in consumer marketing. A key problem is that managers in the business-to-business field often possess strong technical and professional skills, but have only a weak understanding of formal marketing concepts and how to make them work to gain business benefits.

Spis treści

Acknowledgements

The book′s route maps

Part I You and This Book

1 You and this book

Part II Finding Your way through the Company

2 Your job outline

3 Your position within the company

Part III Finding your way through Marketing

4 What is marketing?

5 Principles of industrial marketing

6 Technology and marketing

Part IV Your Working Skills

7 Effectiveness and efficiency

8 Interpersonal skills

9 Presentation skills

10 Problem definition and decision–making

11 Time management

Part V Industrial Marketing in Practice

12 Setting a marketing strategy

13 Planning marketing action

14 The product offering

15 The product

16 Valuing the product

17 Dealing with clients

18 Dealing with partners

Part 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

Part VII The 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

Bibliography

Index

O autorze

Paul Millier, Lyon University Management School
Paul Millier is visiting professor at Cranfield School of Management and professor of marketing at Lyon University Management School. His last book, a up–dated translation from the French on the marketing of high techgoods is currently in production.

Blurb

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. In such conditions perspectives are narrowed, opportunities are missed, and marketing remains a functional support activity rather than a strategic resource. Building on a basis of recent Cranfield research and their own extensive work with experienced practising managers, Paul Millier and Roger Palmer have devised the perfect solution. A complete reference and toolkit for managers in the field, Nuts, Bolts and Magnetrons showcases a wealth of examples from European industry, and provides the information and guidance industrial marketers need to develop and prosper. Readers will learn how to be not only functionally efficient, but also effective, by managing relationships within and outside the firm. If you are involved in industrial marketing then you must be properly equipped. Blending insight, information, and inspiration in equal measure, this book offers all you need for success – the Nuts, Bolts and Magnetrons of modern marketing.